The campaign, developed by retainer agency Y&R, follows Batey Advertising's 2004 branding of 'Uniquely Singapore'. A 60-second TVC showcases experiences that Singapore offers, while print ads dig deeper into selected activities, with a tagline of 'Beyond words'.
Y&R's global STB business director Sandipan Roy said the new ads shared a different dimension with a target audience characterised as 'discerning travellers'. "This traveller may lie in any of the demographic segments, primary of which are of families and upwardly mobile young people," said Roy.
The experiences showcased in the print ads include being caught in a rain shower, the Merlion, a roti prata and 'extreme' shopping. The TVC, meanwhile, offers a flashier take on the theme, set to a pulsating soundtrack. Roy noted that the new approach, rather than merely showcasing products, would be critical in achieving two goals: the business objectives of repeat visits, longer stays and greater spend; and meeting traveller needs of going beyond "superficial tourist attractions".
Singapore digs deeper in battle for bigger tourist share
The Singapore Tourism Board's (STB) first major brand initiative since 2004 looks to better communicate the breadth and depth of the Singapore experience, as the Lion City battles stiff destination competition from the likes of Thailand and Hong Kong.