The submit Singapore Tourism Board’s new campaign casts the spotlight on the country as a culinary destination appeared first on TD (Journey Every day Media) Travel Daily Media.
The Singapore Tourism Board (STB) just lately launched the Made in Singapore (MIS) international positioning marketing campaign that cements Singapore’s standing as a Culinary Capital and meals haven by means of the medium of tune.
The social-first marketing campaign showcases Singapore’s vibrant, numerous and revolutionary culinary panorama to a world viewers, aiming to spice up consciousness, rekindle curiosity, and drive demand. It invitations guests to expertise Singapore’s distinctive gastronomic choices.
Created with BBH Singapore, Zenith Media, and Digitas of The Shophouse @ Publicis, this new marketing campaign goals to showcase Singapore’s dynamic and numerous culinary panorama, concentrating on travellers from key markets together with Australia, the US, Indonesia, India, and China who’re adventurous and desirous to increase their palates.
What do I eat first?
It begins with a 30-second video, with a tune titled “What Do I Eat First?”, that includes well-liked native artist Paddy Ong, the lead vocalist of certainly one of Singapore’s indie-pop bands Membership Delicate, and written and composed by audio manufacturing home FVSE.
The catchy unique tune captures the problem of being spoilt for alternative with meals in Singapore, posing the query, “What do I eat first?”
The tune’s infectious rhythms mix with vibrant visuals to take audiences on a culinary journey by means of Singapore’s wealthy culinary tapestry, from conventional native favourites to cutting-edge fusion delicacies.
From the tip of January 2025, STB can even launch a sequence of video belongings on its Go to Singapore social media accounts. These will proceed to highlight Singapore’s distinctive interpretation of culinary developments worldwide, comparable to ‘Mukbang’ or ‘Espresso Tradition’.
This marketing campaign is a part of a sequence of world activations from STB and The Shophouse @ Publicis extending its grasp model marketing campaign, “Made in Singapore”. Publicis Groupe Singapore was first appointed by STB in January 2022, after The Shophouse @ Publicis was assembled to reply to built-in briefs as a consortium. This multi-disciplinary answer incorporates best-in-class inventive (BBH), media (Zenith Media), digital, information (Digitas) and manufacturing (Prodigious).
Get it in your socials
Working on Fb, YouTube, TikTok, and Instagram, the 30-second introductory video can even be adopted by a number of 15-second social clips showcasing totally different aspects of Singapore’s culinary scene. Crafted in partnership with Plentiful Productions, and content material creator Thomas Goh, the sequence of movies captures the sensory expertise of being overwhelmed by the sheer selection on provide in Singapore.
Kenneth Lim, assistant chief government for STB’s advertising group remarked: “In as we speak’s social-first surroundings, content material creators wield vital energy in creating consciousness and shaping perceptions. Recognising this, our marketing campaign harnesses their attain to place Singapore as a world Culinary Capital, inspiring foodies to discover our infinite prospects curated by each homegrown and worldwide culinary skills. Their ardour and dedication to pushing cultural and inventive boundaries proceed to counterpoint our vibrant meals scene. Via this method, we goal to drive higher consciousness of Singapore’s numerous meals and beverage choices, by inviting foodies to discover and share their culinary discoveries.”
The movies are additionally accompanied by easy-to-use templates from TikTok’s CapCut and Instagram Reels, which can enable content material creators to create their very own user-generated content material (UGC) utilizing the tune as a soundtrack for his or her culinary adventures in Singapore.
In accordance with BBH Singapore government inventive director Khairul Mondzi: “Social media platforms and UGC have reworked the way in which meals developments develop, giving everybody the flexibility to share their eating experiences, evaluations, and recipes. This democratisation of meals content material shapes trendy consuming habits and brings culinary tradition into the day by day lives of tens of millions. Via the marketing campaign, we goal to hitch this dialog by showcasing Singapore’s dynamic meals scene in a approach that naturally resonates with how individuals have interaction with and create meals content material. This method not solely spotlights Singapore’s culinary variety but additionally seamlessly integrates it into the broader international meals panorama.”
The submit Singapore Tourism Board’s new campaign casts the spotlight on the country as a culinary destination appeared first on Travel Daily Media.
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