Second wave of Singapore tourism campaign unleashes local talent

Singer Nathan Hartono, indoor skydiving champion Kyra Poh and contemporary artist Jahan Loh will feature in STB's marketing activities

The Singapore Tourism Board (STB) has kicked off the second wave of its Passion Made Possible campaign with a greater emphasis on co-creation with local talents.

Since taking off last year, the campaign has been launched in 20 markets through marketing activities and industry partnerships. Over the next few months, STB will roll out brand activations in at least 16 overseas markets.

In the campaign’s second wave, STB is introducing three new passion tribes – namely Culture Shaper, Socialiser and Action Seeker – adding to Foodie, Collector, Explorer and Progressor introduced last year.

Singer Nathan Hartono, indoor skydiving champion Kyra Poh and contemporary artist Jahan Loh will feature in STB’s marketing activities (credit: STB)

STB has been partnering local travel operators to launch Passion Tours. One of the three newly added tours in the collection of 27 is The Street Art and Food Tour, meant to appeal to Foodies and Culture Shapers.

“Anecdotally, we have (received) good feedback from the trade. There’s also been a lot of cross collaboration, on tours for example. Some (tour operators) have gone on to get in touch with personalities whose stories we have profiled; they are weaving these into their experiences,” said Lim Shoo Ling, director, brand, STB.

“From a Tribe perspective, overseas trade (players) have found it easier to convey the overall experience of Foodies, Collectors and so on. (Overall) the campaign has been useful in supporting the work being done in the travel trade.”

Thomas Cook (India), for instance, has joined forces with STB to “showcase the hidden gems that are yet unknown to many Indians”, in line with the experiential direction it is taking with the launch of its new My Holiday, My Way line of products, Rajeev Kale, president and country head of leisure travel and MICE of the company, shared in an STB statement.

Moreover, the campaign will this year see more active participation from 80 new local personalities.

Where STB and creative agency TBWA had previously led the creation of videos used in the campaign, this time the tourism board says local filmmakers are helming the conceptualisation and creation of short films.

“This is the first time we are doing (campaign videos this way). Last year we were telling stories on behalf of the Tribes. This year, we want (the ambassadors) to tell the stories from their perspectives, and that of others in their Tribe,” said Lim.

To co-create videos appealing to the Culture Shapers and Socialisers, STB has partnered Viddsee, an online video platform for short content contributed by creatives, along with local filmmakers Wee Li Lin (Culture Shaper) and Jacky Lee (Socialiser).

STB is also working with Khairuddin Hori, curatorial director and partner of Chan+Hori Contemporary, to bring pop-up art showcases to cities including Moscow, Yangon and New Delhi.

Named Atypical Singapore, the showcase presents work that deviate from what is expected of conventional “museum art” into the realm of “street art that (reflect the social) undercurrents”, said Khairuddin.

Other pop-ups include speakeasy-style bars targeting Socialisers and exhibits that showcase the stories and achievements of Action Seekers.

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