‘Beyond Words’ the Next Phase of STB's Uniquely Singapore brand campaign

Departing from the traditional style of promoting postcard views of Singapore’s tourism landscape, the Singapore Tourism Board unveiled its new campaign approach on Tuesday, Beyond Words. This second phase of the Uniquely Singapore brand moves beyond promoting the destination through product attributes and strives to bring out the depth of the Singapore experience.

Delivering Singapore through unique, personal experiences to the discerning visitor, the Beyond Words campaign marks the evolution of the Uniquely Singapore brand - from providing a unique blend of the best of the modern world and rich cultures to offering enriching experiences for each discerning visitor. These ‘personal’ experiences attempt to showcase Singapore as a destination where no two experiences are the same and a place that no two people can experience in the same way.

Commenting on the strategic approach behind the new campaign, Mr Ken Low, Assistant Chief Executive (Brand and Communications) at the Singapore Tourism Board said, “Visitors look for journeys to destinations that provide memorable experiences to bring back home. Our new campaign pushes the boundaries of destination marketing and focuses on unique experiences that resonate emotionally with each individual.”

“The key objective is to evolve the expression of the Uniquely Singapore brand in a way that would further differentiate Singapore and enhance our global brand positioning, while being flexible to allow the brand to permeate all aspects of our tourism offerings,” he added.

Kicking off with a bang at ‘An Evening Beyond Words - a Uniquely Singapore night’, STB unveiled its additional suite of eight new print advertisements and two new TV commercials as well as a comprehensive on-ground and innovative online campaign to communicate the brand vision to a global audience.

The STB has embarked on the Uniquely Singapore brand evolution journey by showcasing, educating and reinforcing unique, personal experiences through a 360 degree communications approach to its key stakeholders.

New advertising campaign ~ Beyond Words

To showcase the depth, breadth and blend of experiences that reflect what Singapore offers its visitors, the creative work for the new campaign – Beyond Words, captures moments that are sometimes jubilant, sometimes indulgent, sometimes inspirational, sometimes enchanting, exhilarating and tranquil – but always pivoting around an experience that is Uniquely Singapore. The suite of eight new print advertisements and two new TV commercials use captivating images and lyrical language that capture the nuances of some of Singapore’s unique offerings. The pictures used in the new creatives highlight the very best sights of Singapore, including popular images of the Merlion, Orchard Road and Esplanade to the more personal images of Kampong Glam and the Ice Kachang. The entire creative work dovetails into the baseline for the campaign - Beyond Words, capturing the charming blend of fascinating contrasts that is Singapore.

The new campaign is also bolstered with strong celebrity endorsements including the appointment of celebrity ambassadors in certain key markets such as JJ Lin in Greater China, as well testimonial vignettes with celebrities from various markets like Yana Gupta and Madhavan from India and Chun Xiao from China.

On-ground creative approach

The new creative experience for the on-ground component of the new campaign Beyond Words strikes a deep chord with locals (and local families, businesses, retailers, hospitality agents); as well as generates multiple layers of local and international (ASEAN) publicity. It is designed to promote direct interaction with locals and tourists to enhance the ‘personal experience’ element that is, well, Beyond Words. Refreshing and vibrant bus wraps, taxi wraps, personalised bus hangers with information on various attractions, mobile display units, banners and standees will all combine to make the brand personable and accessible to locals and visitors in Singapore.

Online campaign

Responding to the increasing trend of travelers turning to the internet to make their travel plans, STB’s online campaign reaches out to global consumers via partners like Yahoo, MSN, Google, CNN, MTV and IndiaTimes among others. In addition, the VisitSingapore.com site now comes with a refreshing and trendy look with several unique features displaying a high level of interactivity. Some of these features include a logic-based itinerary planner, online forum and photo postings, videos and voxpox, a new range of e-cards and games, polls and monthly quizzes, currency converter and real-time weather information. Attractive new featured columns like Inside Scoop – a 60 second guide to the most happening people, places and trends that locals love, and itemised FAQs like Ask A Singaporean make visitsingapore.com an ideal first stop for visitors to find out all they need to make their visit a Uniquely Singapore experience.

Branded entertainment and alliances

As part of the new campaign approach, the STB has also adopted a strategy to create branded content through strategic tie-ups with some of the biggest international networks to brand Singapore to a global audience.

Serving as the exchange capital of the region - for business, entertainment, leisure and culture - Singapore provides its international network partners with a rich, diverse and vibrant backdrop for their productions. This offering is further strengthened by the availability of a wide range of interesting and unique locations, world-class infrastructure, state-of-the-art pre-and post-production facilities, efficient and quality services.

Successful examples of this strategy are already visible through the CNN Future Summit, a four part series over two years where the international audience can come together to deliver opinions via interactive media, on issues that most affect mankind; the recent MTV-Nickelodeon collaboration to bring 17 branded awards and shows over four years to Singapore such as the MTV Asia awards; as well as STB’s own Film in Singapore! Scheme with its successful slew of 10 projects over two years including landmark shows like Bollywood mega movie Krrish, award winning Singapore Dreaming, Alya, Chelvi and the first major Chinese serial Super Mates that is currently in the making.

Global media buys and in-market activities

The STB has lined-up a series of key marketing activities both domestically and globally to promote Singapore’s new campaign approach. Over the next few months, the Beyond Words global media campaign comprising print and broadcast advertisements on key international networks and in major publications, outdoor advertising and online media will be rolled out to build awareness and position Singapore as a must-visit destination.

There will also be in-market advertising and publicity campaigns, with greater focus on the use of unique media channels starting with India, China, Korea, Thailand, Malaysia and Indonesia. The STB will be stepping up its media-hosting programme to invite more international media to come to Singapore and experience for themselves the unique attractions of the Lion City. The Board will also work closely with industry partners to develop new and unique tourism packages to provide visitors and locals with an experience that is truly..........Beyond Words.

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