Agency: Hungama Digital Services
Objectives
A burgeoning metropolis, Singapore has a reputation for being safe, advanced and efficient. Unfortunately, it is also perceived as being boring, less differentiated and not as exciting as other competing cities.
To change this perception, a change in the positioning was required. Hence a global One Brand One Campaign was launched by the Singapore Tourism Board. This campaign focused on how Singapore as a city, driven by passionate people, continues to innovate and evolve making it a place where everyone can discover, live, feed and share their passions while exploring endless possibilities.
The communication...