Following on the heels of two global campaigns for Singapore's tourism and MICE industries, the city's Ministry of Information, Communications and the Arts (MICA) and its Economic Development Board (EDB) have rolled out campaigns targeting investors.
While the audiences appear to overlap, the year-old National Marketing Action Committee (NMAC) is hoping the messaging remains consistent. "Singapore has the most visibility through marketing efforts in the tourism and investment fields," said Ken Low, assistant chief executive of brand and communications, Singapore Tourism Board, and chairman of NMAC's economic branding task force. "There is certainly consistency (between the two new campaigns) — that was the intention."
MICA's campaign, 'Singapore 2006', launched at the end of July and leverages the upcoming IMF/World Bank conference to pit Singapore as a strategic node for global investment. Created by Publicis Singapore, the campaign runs in media such as BBC World, KrisWorld and Bloomberg. Meanwhile, EDB's 'Singapore. Where else?' platform "aims to promote Singapore as a global city of opportunities, a strategic node for business and investment", said head of marketing communications Vanessa Tan.
Conceptualised by local shop Rocket-X, the campaign moves away from previous testimonial-led executions, for a more conversational, accessible tone.
The EDB ads run in global print media such as BusinessWeek and Time.