Singapore launches Global Brand Media Campaign

The Singapore Tourism Board launched its Global Brand Media Campaign on Saturday by inviting visitors to drop by the mobile video booth, dubbed - Travelpod, to record their Unique Personal Experiences (UPE) as part of STB’s latest efforts to encourage visitors to have a personal interaction with the Uniquely Singapore Brand.

The Global Brand Media Campaign is an extension of the Beyond Words campaign which was the second phase of the Uniquely Singapore brand campaign. This new campaign will further establish the Uniquely Singapore brand meaning by increasing its brand relevance, appeal and resonance globally. To achieve this, STB is exploring expanding its current brand communication tools, channels and media platforms to reach a wider audience internationally. The introduction of the Travelpod is the start of STB’s plans for the Global Brand Media Campaign. STB will partner the BBC and the National Geographic Channel to promote this campaign globally through their online and television platforms.

Deviating from previous campaign styles involving celebrities and personalities, this campaign showcases the visitor as the “celebrity” instead and encourages visitors to share their interpretation of what makes Singapore unique with prospective visitors from their own country. Through this initiative, STB is hoping to lend a sense of street-credibility to the message and a heartfelt invitation to visit Singapore.

Ms Winnie Pua, Director, Brand Management, STB said, “This campaign attempts to uncover the layers of what defines a unique personal experience in Singapore. By learning from visitors their interpretation of the brand, we can ensure the Uniquely Singapore brand remains fresh, relevant and meaningful for each visitor, encouraging top-of-mind destination recall as well as to invite potential visitors to make a visit to discover their own unique personal experiences here.”

Selected video recordings shared by visitors at the Travelpod will be made into commercials and shown pan-regionally, in April 2008, via the BBC and the National Geographic Channel as well as internationally, through their websites which have global outreach and appeal. Both websites dedicated to this campaign will only be operational from April 2008.

Visitors who are in Singapore now are being encouraged to be one of the first to share their Singapore stories at the Travelpod. It will be rotated after a duration spanning three weekends to tourist centric areas in Singapore. For the months of March and April, the Travelpod can be found along Orchard Road along the pedestrian walkway in front of Ngee Ann City Civic Plaza, from March 8-16. Thereafter it will be located in Clarke Quay followed by Chinatown Heritage Centre.

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