Campaign details

Brand: Singapore Tourism Board
Brand owner: Singapore Tourism Board
Lead agency: TBWA Singapore
Contributing agencies: Zenith, Edelman
Country: Global
Industries: Destinations and locations
Media channels: Events & experiential, Online display, Online video, Other & ambient media, Outdoor, out-of-home, Programmatic display, Public relations, Social media, Television, Video on demand, Websites & microsites, Word of mouth, influencers
Budget: 3 - 5 million

Executive summary

Singapore is a small island state, with a strong reputation as a great business destination that is clean, safe, efficient and accessible – but not known as an exciting leisure destination.

With competing destinations such as Hong Kong, Bangkok, Tokyo and Seoul wielding an edge in resources as well as perceived culture, heritage and cuisine, it would be limiting for Singapore, a country with finite resources, to market itself as a travel destination purely based on what it has.