The Singapore Tourism Board (STB) lately launched the Made in Singapore (MIS) international positioning marketing campaign that cements Singapore’s standing as a Culinary Capital and meals haven by the medium of music.
The social-first marketing campaign showcases Singapore’s vibrant, numerous and progressive culinary panorama to a worldwide 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, 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 music titled “What Do I Eat First?”, that includes in style native artist Paddy Ong, the lead vocalist of certainly one of Singapore’s indie-pop bands Membership Gentle, and written and composed by audio manufacturing home FVSE.
The catchy unique music captures the problem of being spoilt for alternative with meals in Singapore, posing the query, “What do I eat first?”
The music’s infectious rhythms mix with vibrant visuals to take audiences on a culinary journey by Singapore’s wealthy culinary tapestry, from conventional native favourites to cutting-edge fusion delicacies.
From the top of January 2025, STB may also 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 traits worldwide, corresponding to ‘Mukbang’ or ‘Espresso Tradition’.
This marketing campaign is a part of a sequence 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 reply to 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 may also be adopted by a number of 15-second social clips showcasing totally different sides of Singapore’s culinary scene. Crafted in partnership with Ample 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 and marketing group remarked: “In at present’s social-first surroundings, content material creators wield important energy in creating consciousness and shaping perceptions. Recognising this, our marketing campaign harnesses their attain to place Singapore as a worldwide Culinary Capital, inspiring foodies to discover our countless prospects curated by each homegrown and worldwide culinary skills. Their ardour and dedication to pushing cultural and inventive boundaries proceed to complement our vibrant meals scene. Via this method, we goal to drive better 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 permit content material creators to create their very own user-generated content material (UGC) utilizing the music as a soundtrack for his or her culinary adventures in Singapore.
In keeping with BBH Singapore government artistic director Khairul Mondzi: “Social media platforms and UGC have remodeled the way in which meals traits develop, giving everybody the power to share their eating experiences, critiques, and recipes. This democratisation of meals content material shapes trendy consuming habits and brings culinary tradition into the every day lives of thousands and thousands. Via the marketing campaign, we goal to hitch this dialog by showcasing Singapore’s dynamic meals scene in a manner that naturally resonates with how individuals interact with and create meals content material. This method not solely spotlights Singapore’s culinary variety but in addition seamlessly integrates it into the broader international meals panorama.”