Behind the Campaign Making “The Ordinary Extraordinary” in Singapore
Created by the Singapore Tourism Board and The Shophouse @ Publicis, ‘Made in Singapore’ is the latest in a series of spots promoting tourism in the nation.
Emerging from the Passion Made Possible brand, the Made in Singapore campaign explores how the things that seem familiar can create extraordinary experiences in Singapore. The campaign targets key global markets, backed by diverse influencer collaborations and upcoming social content series.
Speaking to LBB’s Tom Loudon, the STB and The Shophouse's spokespeople unpack the campaign's heart, emphasising local partnerships that infuse authenticity.
LBB> Can you explain how local collaborations played a role in shaping the campaign?
The Shophouse> Local collaboration is at the heart of this campaign, showcasing everything we are proud of about Singapore, from the vibrant scenes to the custom track. We collaborated with production studio Abundant Productions, film director Martin Hong, and local audio house Fuse Adventures in Audio to execute the brand film for this campaign. The scenes feature authentic experiences made possible only in Singapore, from an electrifying evening sidecar ride through Little India and the delectable variety of cuisines at Lau Pa Sat to the symphony of colours at Bird Paradise.
We are working with talented local photographers such as Qi Hao, Yafiq Yusman and Lenne Chai, as well as local singer Nathan Hartono, to capture Singapore’s iconic locations and hidden gems in creative and unique ways.
LBB> Could you share insights into the creative execution of the campaign, significantly how seemingly ordinary moments are transformed into extraordinary experiences in ‘SG’?
The Shophouse> It is anchored on STB’s Passion Made Possible destination brand, which embodies the Singapore spirit of fulfilling individual passions to create new possibilities. From a ‘lift-off’ in your yoga session that’s literally on top of the world to a nightly ‘showtime’ amongst giant Supertrees that twinkle to the beat of the music, we wanted to capture experiences made possible only in Singapore.
There’s a confidence in showing who we are to the world, tempered by a playful wit and tonality that gives us a campaign platform that we can continue building on to bring more unexpected surprises to our target audience of travellers and keep Singapore top-of-mind when they are planning their next trip.
LBB> Singaporean filmmaker Martin Hong directed the campaign film. What made him the ideal choice, and how does his style contribute to the campaign’s message?
The Shophouse> We wanted to amplify the extraordinary visual appeal of Singapore through a stylistic storytelling approach, capturing a range of emotions and moods, from the quiet of a coastal walk at dawn to an electrifying dance experience at the most unexpected of venues: a hell museum. Martin Hong’s background in creating spectacular visual worlds with music videos was a great match, moving it in the direction of being fresh, surprising and authentic simultaneously.
LBB> Can you discuss the key markets the campaign is targeting and the strategies for engaging these markets effectively?
STB> Made in Singapore will roll out across key markets globally, including China, India, Indonesia, the United Kingdom and the United States. Beyond film and social, the campaign will include in-market activations for further localisation, industry partnerships, collaborations with content creators, and familiarisation trips to immerse media and influencers in Made in Singapore experiences, driving greater awareness and engagement for the campaign and destination Singapore.
LBB> How does the campaign plan to collaborate with content creators and influencers, and what role do you foresee them playing in promoting Singapore as a travel destination?
STB & The Shophouse> Engagements with influencers and content creators are powerful levers towards driving destination desirability as they not only raise the profile of destination Singapore authentically through their voices but achieve scale through their audiences.
Our approach involves diverse influencer types, encompassing those who introduce new ideas and those who engage with popular culture. This is also done in partnership with TikTok and YouTube. This multi-pronged strategy ensures that authentic, relatable content reaches and resonates with a broad audience.
LBB> The release hints at an upcoming social-first content series. Can you provide a sneak peek into what travellers expect from these series?
STB & The Shophouse> Our social-first content series is now live on Visit Singapore channels, and we're excited to share more in the coming months. One of these series adds a delightful twist to the famous #GRWM trend. Viewers can follow intriguing characters (e.g. a doorman from the iconic Raffles Hotel) as they prepare for their day, dressed in ways that pique curiosity about their daily lives and professions while unveiling the extraordinary experiences in this city.
The second content series, titled “Singapore Close-Ups”, features the works of talented local photographers as they capture Singapore’s iconic locations and hidden gems in creative and unique ways. In this series, we go beyond conventional landscapes and delve deep into the moods, aesthetics, and feelings that shape perceptions, inspiring a desire to explore this remarkable destination. The photographers will feature diverse facets of Singapore, from lush, urban greenery and heritage buildings to art and food.
LBB> How does the Singapore Tourism Board plan to measure the success of the "Made in Singapore" campaign? Beyond the immediate campaign, what long-term impacts or benefits does STB anticipate for Singapore's tourism industry due to this initiative?
STB> We will measure success through metrics such as brand health index, campaign awareness, and consideration to visit Singapore. The campaign aims to make audiences think, feel, and take action: we want people to feel excited and inspired by our destination offerings, made possible only in Singapore, and be encouraged to book a trip and share their experiences.
LBB> In a changing landscape of travel marketing, how does this campaign reflect destination marketing organisations' evolving strategies and priorities?
STB> Made in Singapore is anchored on a social-first strategy to reflect current audience consumption behaviours and patterns. It aims to recapture mindshare and drive interest to discover the hidden gems of Singapore. Observable shifts include focusing on influencer and content creator engagements and building our portfolio of social assets. The campaign also intentionally spotlights experiences in response to emerging and significant trends, such as wellness and cultural immersion, to meet the needs of discerning travellers.
By putting a twist on familiar moments, we’d like to show international audiences that Singapore is a country where the ordinary is made extraordinary to inspire travel here.
