The Singapore Tourism Board (STB) has unveiled “Made in Singapore,” its latest global campaign to inspire travelers to choose Singapore as their next travel destination.
The campaign puts a fresh spin on the Passion Made Possible destination brand. It will spotlight quintessentially Singapore experiences, from iconic attractions to hidden gems, and how ordinary moments are turned into extraordinary experiences in Singapore.
Kenneth Lim, Assistant Chief Executive (Marketing Group), STB, said: “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,” Lim added.
With strong fundamentals and a competitive landscape, Singapore’s tourism sector anticipates robust growth. A November 2021 study spanning ten overseas markets revealed that over 60 percent of respondents seek purposeful travel, with nearly 80 percent of them looking for inspiring destinations.
To maintain its appeal and cater to diverse travelers, the Made in Singapore campaign highlights the nation’s unique attributes: a City in Nature that blends cosmopolitan vibrancy with rich multicultural heritage.
The campaign takes a bold and playful approach, embodying the Made in Singapore spirit where innovation transforms the ordinary into a delightful vacation. Experiences range from forest bathing at Jewel Changi Airport’s Rain Vortex to indulging in culinary adventures at Lau Pa Sat hawker center and witnessing a colorful “air show” at the new Mandai Bird Paradise.
Made in Singapore will launch globally in key markets like China, India, Indonesia, South Korea, the United Kingdom, and the United States.
Beyond films and social media, the campaign includes in-market activations, industry collaborations, partnerships with content creators, and immersive familiarization trips for media and influencers to experience Made in Singapore firsthand.
Made in Singapore replaces STB’s SingapoReimagine international recovery campaign launched in November 2020 to rekindle passion for travel in Singapore.