TBWA’s global campaign for Singapore Tourism Board forces a more personal connection with travellers through the art of storytelling
TBWA\Singapore, the agency behind Singapore Tourism Board’s (STB) new global brand campaign was instrumental in the strategic and creative development of the brand’s latest positioning, which takes a different approach to conventional tourism campaigns through storytelling, forging a stronger more personal connection with travellers.
The campaign launch coincided with the unveiling of the unified brand of STB and the Singapore Economic Development Board (EDB), ‘Passion Made Possible’. It goes beyond tourism and business to capture the spirit of Singapore – a nation shaped by the vision, drive, and ingenuity of its people, and a place where passions and possibilities are realised.
With travellers increasingly seeking to establish a deeper connection with destinations and fully immerse themselves in culture, the team put storytelling at the forefront of the new campaign strategy to better connect audiences with the passion and depth of Singapore.
Aiming to do more than simply showcase the country’s iconic product offerings, the brand
message shifts from ‘what you can do’ to ‘what you can be’ in Singapore, and how it is a place where passions meet.
“Some have a preconceived idea of Singapore which does not reflect the true character of the nation, so we decided to tackle this head-on,” said Gary Steele, Executive Creative Director at TBWA\Singapore. “With inspiring stories of everyday Singaporeans, we created a campaign fronted by the unfamiliar yet ever-present passion, vibrancy and spirit of the people, whilst showcasing the Singapore experience in a more subtle but meaningful way.”
Built on the insight that passion transcends boundaries, the campaign will target audiences, not only based on demographics, but also by their passions. Using behavioural data analytics set against STB’s key segments, the campaign identifies seven ‘Passion Tribes’: Foodies, Explorers, Collectors, Action-seekers, Culture-shapers, Socialisers and Progressors.
Separate tribe films focus on each of these groups, celebrating authentic personal stories of
individuals in Singapore. From national heroes to everyday locals, these stories highlight their
passion, determination amidst struggles, and how they are taking steps to turn their dreams into reality. Each tribe has its own brand personality, sharing their life journey in which they have overcome odds to forge new possibilities that inspire and make a difference.
“Recognising a tourism brand will have the greatest impact with the support of locals, we’re
confident this campaign has rekindled and deepened a sense of national pride,” said Mandy
Wong, Group Account Director at TBWA\Singapore. “In a country that has moved from third
world to first in less than half a century, these passionate individuals put a name and face to
Singapore in the minds of travellers, bringing the destination to life.”
The brand film has attracted over 18.5 million views, more than 70,000 ‘likes’ and over 7000
shares across the various VisitSingapore Facebook pages and YouTube channel.