Singapore Tourism Board: Promoting Singapore to Singaporeans

Singapore Tourism Board, a statutory board under the Ministry of Trade and Industry of Singapore, encouraged Singaporeans to visit attractions within Singapore with an Instagram-led campaign that got locals to post pictures of the scenery and food the country has to offer.

Campaign Details

Brand: Singapore Tourism BoardAdvertiser: Singapore Tourism BoardAgency: EdelmanCountry: Singapore

Campaign objectives & challenges

Nothing new, and expensive. Nope, we're not describing the latest smartphone launch.

But these are comments that Singaporeans have shared about exploring their home city. We're not going to lie, it did hurt to hear.

Source: Hardwarezone Forum Threads

The Singapore Tourism Board (STB) tasked us to swap this hurt for happiness, by demolishing the widely held misconception that Singapore is not a destination made for Singaporeans.

It was a challenge that was hard enough on...

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