The new campaign comprises three 45-second vignettes and three 15-second factoids about the city-state and is targeted at three different groups of tourists — families, young entertainment-seeking adults, and travellers who wish to enjoy the melting pot of Asia in one city.
The factoids provide tips for viewers on events in Singapore, such as the Great Singapore Sale. Popular destinations such as Orchard Road, Clarke Quay and Dempsey Road will also feature in the spot. Megan McCormick, host of the network’s Globe Trekker series, will be fronting the new campaign as she “makes her personal, emotional connection with Singapore”, said Ken Low, STB’s assistant chief executive for brand and communications.
The TVC will be shown to over 40 million households across the region on Discovery Travel & Living until the end of the year.
The ‘Uniquely Singapore’ branding push was launched by STB in 2004. The brand strategy was devised by FutureBrand, Y&R handles creative and Starcom plans and buys STB’s media.
Although details of the strategy are unclear, FutureBrand is working on a new campaign to increase investor interest in Singapore.
In 2006, visitor numbers hit more than 9.7 million, registering a nine percent increase over 2005. More than 10.3 million visitors are expected to the tiny city-state this year — 14.5 per cent of the total visiting Southeast Asia.
The most-visited country in Southeast Asia is neighbouring Malaysia — which is supported by the ‘Malaysia, truly Asia’ campaign — with 28 million expected this year.
