Some of the key changes brought about by STB’s new lineup of agencies BBH, XM Asia and MEC include the change of branding from Uniquely Singapore to YourSingapore; a new logo, which has eight overlapping squares; a living logo, made specially for digital screens depicting different aspects of Singapore and the launch of a new website YourSingapore.com to replace “VisitSingapore.com.
The idea behind the new destination branding is based on the concept of personal travel experiences that tourists can create in Singapore due to the concentration of sights in the country with “user-centricity”. Ken Low, the assistant chief executive of STB, has said that the tourism body needs to embrace “ global trends and the shift in media consumption” and has taken the decision to "put digital at the heart of its marketing communications.”
Last year the tourism body undertook a much talked about advertising review after which it appointed BBH displacing Y&R as its creative agency of record. Many in the industry saw the choice of BBH as STB’s desire to give a new direction to their marketing strategy.
Considering the importance of this sector for the island state, expectations are high and the million-dollar question is whether the strategy will work?
Tim Riches, chief growth officer at FutureBrand in Asia-Pacific:
“I think ‘YourSingapore’ is great on several levels. It lives squarely in the world of the online medium, particularly as that manifests as user-generated content, as well as functionality like trip planning. Our Country Brand Index research demonstrates that this is by far the most important realm that consumers tap into for information gathering and decision-making on travel destinations.
Creatively, I think it’s vibrant in its use of imagery, and manages by using a range of images to capture important aspects of the Singapore experience. But it works really as a brand portal, not a destination brand. And some of the off-line expressions are pretty weak.”
Andrew Thomas, MD at Ogilvy & Mather PR in Southeast Asia:
“Staying topical and demonstrating relevance to high rollers at one end of the spectrum and mass, first time travellers at the other, is a very tough tourism nut to crack, so referencing a Singapore experience that goes beyond the ‘bling’ of the offer is a master stroke.
The take-off point for this positioning is where it goes beyond marketing and becomes the catalyst for behaviour change, and I very much hope that the companies creating the travel experience on the back of the ever-expanding tourism infrastructure appreciate the role they will play. And that they have somehow been involved in the process already.”
Arlene Ang, managing director of Publicis Modem in Asia:
“Why I think the ‘YourSingapore’ tagline works is because it is very much in line with web 2.0 thinking and the increasing need for brands to engage consumers and create a conversation with them. It is a natural progression from ‘Uniquely Singapore’. It differentiates itself from other countries’ generic taglines, such as ‘Amazing Thailand’. It leaves the decision up to its audience so it could go either way. Some people might enjoy the freedom to make their own decisions but for some it might mean nothing.
Right now the key focus of their campaign seems to be their website. Coupled with a TVC it will make a lot more sense. ”
Malcolm Hanlon, managing partner at ZenithOptimedia for Asia Pacific:
“This is truly a campaign for the new world order of collective individualism. It shows us that Singapore has something for everyone, but we can tailor our experience for our own unique and personal interests, needs and desires.
The entire campaign sets up a very differentiating positioning for Singapore versus other destinations and certainly reinforces the richness of attractions. But it also shows how contemporary, exciting, engaging, modern and forward thinking Singapore is. Even the new logo is a colourful, dynamic representation of the multicultural kaleidoscope that Singapore is today.”
Got a view?
Email [email protected]
The idea behind the new destination branding is based on the concept of personal travel experiences that tourists can create in Singapore due to the concentration of sights in the country with “user-centricity”. Ken Low, the assistant chief executive of STB, has said that the tourism body needs to embrace “ global trends and the shift in media consumption” and has taken the decision to "put digital at the heart of its marketing communications.”
Last year the tourism body undertook a much talked about advertising review after which it appointed BBH displacing Y&R as its creative agency of record. Many in the industry saw the choice of BBH as STB’s desire to give a new direction to their marketing strategy.
Considering the importance of this sector for the island state, expectations are high and the million-dollar question is whether the strategy will work?
Industry comments
Tim Riches, chief growth officer at FutureBrand in Asia-Pacific:“I think ‘YourSingapore’ is great on several levels. It lives squarely in the world of the online medium, particularly as that manifests as user-generated content, as well as functionality like trip planning. Our Country Brand Index research demonstrates that this is by far the most important realm that consumers tap into for information gathering and decision-making on travel destinations.
Creatively, I think it’s vibrant in its use of imagery, and manages by using a range of images to capture important aspects of the Singapore experience. But it works really as a brand portal, not a destination brand. And some of the off-line expressions are pretty weak.”
Andrew Thomas, MD at Ogilvy & Mather PR in Southeast Asia:“Staying topical and demonstrating relevance to high rollers at one end of the spectrum and mass, first time travellers at the other, is a very tough tourism nut to crack, so referencing a Singapore experience that goes beyond the ‘bling’ of the offer is a master stroke.
The take-off point for this positioning is where it goes beyond marketing and becomes the catalyst for behaviour change, and I very much hope that the companies creating the travel experience on the back of the ever-expanding tourism infrastructure appreciate the role they will play. And that they have somehow been involved in the process already.”
Arlene Ang, managing director of Publicis Modem in Asia:“Why I think the ‘YourSingapore’ tagline works is because it is very much in line with web 2.0 thinking and the increasing need for brands to engage consumers and create a conversation with them. It is a natural progression from ‘Uniquely Singapore’. It differentiates itself from other countries’ generic taglines, such as ‘Amazing Thailand’. It leaves the decision up to its audience so it could go either way. Some people might enjoy the freedom to make their own decisions but for some it might mean nothing.
Right now the key focus of their campaign seems to be their website. Coupled with a TVC it will make a lot more sense. ”
Malcolm Hanlon, managing partner at ZenithOptimedia for Asia Pacific:“This is truly a campaign for the new world order of collective individualism. It shows us that Singapore has something for everyone, but we can tailor our experience for our own unique and personal interests, needs and desires.
The entire campaign sets up a very differentiating positioning for Singapore versus other destinations and certainly reinforces the richness of attractions. But it also shows how contemporary, exciting, engaging, modern and forward thinking Singapore is. Even the new logo is a colourful, dynamic representation of the multicultural kaleidoscope that Singapore is today.”
Got a view?
Email [email protected]
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