'Passion made possible.' That is the message Singapore wants to project to the world. The new brand look also includes a new logo branding the country as SG that plays on the ideas of trademarks. It is a hint to the city-state's desire to be known as a nation of innovators.
STB feels that this campaign marks a major shift for the strategy for its tourism marketing because it's moving from 'transactional' messaging, in which the focus was on listing things that people can 'do', to being aspirational and showing people what they can 'be' in Singapore.
The insight that Singapore is working on is that travellers now want to live like locals when they tour - an insight that Airbnb too has managed to monetise. STB has used this to create a campaign promoting 'tribes' around key aspects of Singapore and using specific stories from Singaporeans to show how this plays out in reality. The tribes that STB has chosen to focus on include foodie, collector, explorer, action seeker, culture shaper, socialiser and progressor.
Coming up next is a set of tribe films spaced out through the year. There will be special tours to attract more tourists. The campaign has been created by TSLA Design, the branding and design practice of The Secret Little Agency (TSLA).