Singapore Tourism Board’s new campaign casts the spotlight on the country as a culinary destination

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 track.

The social-first marketing campaign showcases Singapore’s vibrant, various 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 various culinary panorama, focusing on travellers from key markets together with Australia, the US, Indonesia, India, and China who’re adventurous and desperate to develop their palates.

What do I eat first?

It begins with a 30-second video, with a track titled “What Do I Eat First?”, that includes well-liked native artist Paddy Ong, the lead vocalist of one in all Singapore’s indie-pop bands Membership Delicate, and written and composed by audio manufacturing home FVSE.

The catchy unique track captures the problem of being spoilt for alternative with meals in Singapore, posing the query, “What do I eat first?”

The track’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 top of January 2025, STB will even launch a collection of video belongings on its Go to Singapore social media accounts. These will proceed to highlight Singapore’s distinctive interpretation of culinary tendencies worldwide, resembling ‘Mukbang’ or ‘Espresso Tradition’. 

This marketing campaign is a part of a collection of worldwide 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 answer built-in briefs as a consortium. This multi-disciplinary answer incorporates best-in-class artistic (BBH), media (Zenith Media), digital, information (Digitas) and manufacturing (Prodigious).

Get it in your socials

Operating on Fb, YouTube, TikTok, and Instagram, the 30-second introductory video will even be adopted by a number of 15-second social clips showcasing totally different aspects of Singapore’s culinary scene. Crafted in partnership with Ample Productions, and content material creator Thomas Goh, the collection of movies captures the sensory expertise of being overwhelmed by the sheer selection on supply in Singapore.

Kenneth Lim, assistant chief government for STB’s advertising group remarked: “In right this moment’s social-first setting, 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. By way of this strategy, we purpose to drive larger consciousness of Singapore’s various 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 permit content material creators to create their very own user-generated content material (UGC) utilizing the track as a soundtrack for his or her culinary adventures in Singapore.

Based on BBH Singapore government artistic director Khairul Mondzi: “Social media platforms and UGC have remodeled the way in which meals tendencies develop, giving everybody the power to share their eating experiences, evaluations, and recipes. This democratisation of meals content material shapes trendy consuming habits and brings culinary tradition into the each day lives of thousands and thousands. By way of the marketing campaign, we purpose to affix this dialog by showcasing Singapore’s dynamic meals scene in a manner that naturally resonates with how folks have interaction with and create meals content material. This strategy not solely spotlights Singapore’s culinary range but in addition seamlessly integrates it into the broader international meals panorama.”