Singapore launches its new Destination Brand - 'Uniquely Singapore'

The Singapore Tourism Board (STB) today launched Singapore's new destination brand - "Uniquely Singapore" - to promote the many things which are intrinsic to Singapore as a city and a country. This new destination brand, which showcases quintessential Singapore experiences, celebrates Singapore's unique blend of traditions, cultures and modernity.

The new brand positioning, "Uniquely Singapore", captures the total Singapore experience and Singapore's distinct proposition as a country that has merged the best from rich cultures and modern worlds, contemporary sophistication and colourful traditions. The new brand will differentiate Singapore as a premier destination, offering a unique spectrum of enriching experiences for visitors and locals alike - from traditional cultural experiences to cutting-edge modern arts performances - all delivered with a high level of service quality, reliability and efficiency.

Mr Lim Neo Chian, Deputy Chairman and Chief Executive of the STB, said: "Singapore has never been as exciting as it is today. The island has transformed and evolved dramatically over the years and today it is a city that thrives on modernity against a backdrop of rich history and tradition. The tourism industry is also showing positive signs of recovery. It is a very exciting time for Singapore's tourism industry. Hence, it is indeed timely for us to launch "Uniquely Singapore'" - the new, impactful and compelling brand that reflects the new changes and essence of Singapore's unique strengths and offerings.

"There are many simple yet unique things about Singapore. We have a range of local icons from the Singapore Chilli Crab and the Singapore Girl to the Singapore Sling cocktail and even our distinctive public housing. With the "Uniquely Singapore" brand, we want to share all these unique aspects about Singapore with the world and invite everyone to come to Singapore to experience the quintessential Singapore experience for themselves!"

The launch of the "Uniquely Singapore" brand comes shortly after the announcement that visitor arrivals to Singapore hit more than 6.1 million, exceeding the STB's target of 6 million visitors. This marks an exciting new phase in the STB's efforts to promote Singapore as a premier travel destination to the world. The STB believes that the new brand positioning will help Singapore achieve its target of 7.6 million visitors for 2004, a significant 24% increase from 2003.

The "Uniquely Singapore" positioning was developed with international brand consultant FutureBrand through a consultative exercise with Singaporeans, leisure and business visitors, local and overseas travel industry partners and local government agencies. This exercise to develop Singapore's destination brand lasted eight months.

Kicking off with a BANG

To kick-start the new campaign, the STB hosted a launch party where guests were invited on an inspiring journey to experience "Uniquely Singapore" at the Esplanade - Theatres on the Bay. It was a night of dance and music which showcased the unique local flavours of Singapore, with well-known Singapore celebrities and personalities such as comedian Kumar; singer and entertainer Wendi Koh and well-known chef and food connoisseur Violet Oon. The celebrations ended on a high note, with an explosive and colourful display of pyrotechnics.

The "Uniquely Singapore" launch party was attended by special guest-of-honour, Minister for Trade and Industry, George Yeo, as well as some 500 international tourism industry guests and more than 100 local and international media.

The STB has lined-up a series of key marketing activities both domestically and globally to promote Singapore's new tourism brand positioning. Over the next year, a "Uniquely Singapore" global media campaign comprising print and broadcast advertisements on key international networks and in major publications, outdoor advertising and online media will be rolled out to build up awareness of the new brand and to position Singapore as a must-visit destination. There will also be in-market advertising and publicity campaigns, with a focus on the use of unique media channels and the appointment of celebrity ambassadors in certain key markets. 

In addition, the Board is assembling a global roadshow, comprising local performing talents, which will promote and raise the profile of the "Uniquely Singapore" brand among consumers and trade partners in various markets. The STB will also be stepping up its media-hosting programme to invite more international media to come to Singapore and experience for themselves the unique attractions of the Lion City.

On the home-front, the STB will also be rolling out programmes over the next 12 months to engage local Singapore residents to become tourism ambassadors for the brand and the destination.

The Board said it will also work closely with industry partners to develop new and unique tourism packages to provide visitors and locals with a truly "Uniquely Singapore" experience.