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 Board Advertiser: Singapore Tourism Board Agency: Edelman Country: 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.