The latest ad campaign weaves together a wide variety of unexpected and special activities that can be had only in Singapore to show how ordinary experiences can become something special.

The Singapore Tourism Board (STB) has unveiled its latest global campaign, “Made in Singapore,” (MIS), which aims to encourage travelers to choose Singapore as their next vacation destination. The campaign breathes new life into the Passion Made Possible destination brand by highlighting experiences that are quintessentially Singaporean, from iconic attractions to hidden gems, and are all profoundly rooted in the passions that define Singapore’s identity.

Regional Director – India, Middle East, South Asia & Africa, Singapore Tourism Board, GB Srithar, commented on the latest campaign:

Indian travellers are increasingly seeking to connect deeply with a travel destination by venturing into off-the-beaten-path, less-explored, and previously unimagined experiences. This new campaign aims to resonate with these discerning Indian travellers, by highlighting how the ordinary is made extraordinary in Singapore through the rich tapestry of unique and distinctly Singaporean experiences. ‘Made in Singapore’ a testament to how a destination like ours makes possible a travel experience filled with a renewed sense of wonder and limitless possibilities.

Kenneth Lim, Assistant Chief Executive (Marketing Group), Singapore Tourism Board, stated:

The Made in Singapore campaign is anchored on our Passion Made Possible destination brand, which embodies the Singapore spirit of fulfilling individual passions and creating new possibilities. Through this latest campaign, we would like to reinforce Singapore as a destination that turns imagination into reality. Our goal is to showcase how everyday ordinary moments are made extraordinary and unforgettable, experienced only in Singapore – to inspire travel here.

The country’s tourism sector is poised for robust development, fueled by the strong fundamentals that make Singapore a desirable leisure and business destination. However, competition among destinations and variations in travel behavior continue to intensify. A study conducted in November 2021 with over 3,000 respondents from 10 international markets revealed that over 60% of people are seeking more purposeful travel, and close to 80% of those planning purposeful travel are seeking inspiring destinations. The MIS campaign aims to maintain Singapore at the forefront of travelers’ minds by highlighting the country’s defining characteristics: a City in Nature destination that is not only vibrant and cosmopolitan, but also rooted in a strong multicultural heritage.

To develop emotional affinity and inspire travel to Singapore, the campaign takes a bolder and more playful approach to expressing the spirit of MIS, where a twist on the familiar creates a travel experience filled with wonder. From forest bathing at Jewel Changi Airport’s Rain Vortex to working up a perspiration at Lau Pa Sat hawker centre to witnessing a colorful “air show” at the brand-new Mandai Bird Paradise, Singapore transforms imagination into real and inspiring travel experiences.

The most recent additions to Singapore’s tourism offerings also reflect this eccentric character. Imagine this: at Sentosa’s The Palawan @ Sentosa by Shangri-La Group, the beachside lifestyle takes an exhilarating turn with innovative beachside entertainment, including electric go-karts, a floating aqua park, mini-golf, beach clubs, and delectable food trucks. At PLUME, the brand-new cocktail bar at the Pan Pacific Singapore, guests can enjoy fresh flavors inspired by local birds, offering a unique take on the traditional cocktail experience. And for those looking for a one-of-a-kind culinary experience, the café Lou Shang, a hidden jewel, serves fusion dishes inspired by local favorites, with an exciting twist on familiar flavors.

MIS replaces STB’s SingapoReimagine international recovery campaign introduced in November 2020 to rekindle a passion for travel in Singapore.


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