Singapore courts sports fans in latest tourism campaign

Olympic and Asian Games gold medalist Joseph Schooling takes some tips from young indoor skydivers Vera Poh and Kai Minejima-Lee

The Singapore Tourism Board (STB) has launched its next promotional campaign under the Passion Made Possible brand, with the latest theme courting global fans of sporting activities.

Marketing under the Action Seekers tribe of the brand, STB will push out films featuring young Singaporean athletes as well as renowned international sports stars such as Olympic & Asian Games gold medallist Joseph Schooling and former tennis champion Martina Hingis.

The films will spotlight sporting activities available in Singapore, such as go-karting, skating and wakeboarding, as well as sporting events such as the annual Formula 1 Singapore Grand Prix and HSBC Singapore Rugby Sevens.

Lim Shoo Ling, director, brand, STB, told TTG Asia: “People know Singapore for food, shopping, our museums and art, but not so much for our (sports) activities and events.”

As such, this campaign aims to bring to light what Singapore has to offer for adrenaline seekers and sporting fans, said Lim.

She clarified that these efforts are not directed at “competing with otherwise established or recommended adventure destinations like New Zealand”, rather to “flesh out the offerings” in Singapore and showcase authentic “emotional stories”.

This campaign falls under the second wave of Passion Made Possible, a destination brand that has been rolled out since August 2017. In this phase of the campaign, STB will launch activities in Germany and South Korea in March and April 2019 respectively.

Also part of the brand’s second wave, a three-minute music video directed by Singaporean filmmaker Jacky Lee was launched last month. Titled In Transit, the video featured the track Vacation by Singaporean indie-pop band Sobs, key tourist locations, and personalities such as rapper TheLionCityBoy aka Kevin Lester, comedian Rishi Budhrani, DJ Myrne, and mixologists Cedric Mendoza and Lee Panying.

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