The image relaunch is the biggest exercise in about eight years to replace the current 'New Asia-Singapore' branding, which has outlived its purpose.
STB has quietly dropped the 'New Asia-Singapore' logo in tactical campaigns, including the ongoing 'Singapore Roars', launched post-Sars to drum up arrivals. Two other tactical campaigns before Roars included Live It Up! Singapore and MillenniaMania. The new Singapore tourism brand is expected to be unveiled in the first quarter of 2004.
In a separate development, the STB recently roped in MTV VJs to sell Singapore to young and cool consumers. It sponsored nine episodes of MTV Singapore Spin, which airs until early October, for a "low-down on cool places to party, stylish places to hang out and yummy food that makes you drool".
Each one-hour episode featured MTV VJs Utt (Thailand), Lee Won (Korea), Ramona (India) and Gina (Taiwan).
STB's director of brand management, Ken Low said: "Singapore is becoming increasingly popular with the young, and the young-at-heart as an exciting destination.
"MTV's viewership across the many key Asian markets, from India to China, to Korea and Indonesia, also makes MTV Singapore Spin an appropriate platform to share some of Singapore's fun."