singapore tourism ads

20 Successful Campaigns in Singapore: Building Marketing Impact

In the ever-evolving realm of marketing, effective campaigns possess the ability to engage audiences, raise awareness, enhance brand recognition, and generate enduring influence. Singapore, renowned for its dynamic business ecosystem, has been the site of several highly successful campaigns.

From social media marketing to experiential campaigns, these successful marketing campaigns have effectively utilized a range of strategies to actively involve their intended audience and successfully attain their marketing objectives. Read on as we go over 20 such campaigns that have created an indelible effect on Singapore's advertising scene.

1. "Hidden Riches"

Youtube : https://www.youtube.com/watch?v=ajpc7ZjysWU

The advertising for Citigold emphasized the special advantages available to Citigold subscribers. In previous decades, Singaporeans commonly associated affluence with the five C's: cash, credit, condominium, car, and country club. Citigold observed the shifting definitions over time and understood the importance of adapting to meet new expectations.

Citigold successfully achieved its marketing objectives by using social media to actively involve thought leaders and employing targeted marketing campaigns through its channels.

This enabled them to effectively engage with their target audience and effectively convey the unique value proposition of their offerings.

The marketing campaign effectively prioritized the buyer's journey and leveraged premium conversions, leading to a very successful campaign outcome that bolstered brand preference and accomplished business objectives.

2. "Sparks: The Trash Princess"

Youtube : https://www.youtube.com/watch?v=A2rr1r9FP2E

The primary objective of DBS's "Sparks: The Trash Princess" campaign was to enhance awareness and encourage sustainable practices among individuals, with a particular emphasis on environmental consciousness.

DBS utilized a strategic blend of social media, successful digital marketing campaigns and captivating video content to effectively enhance public knowledge and understanding regarding the significance of waste reduction and recycling.

The campaign's steady social media presence and active interaction with the audience led to a notable enhancement in brand preference and a favourable influence on the environment.

3. "Power Up Singapore"

Youtube : https://www.youtube.com/watch?v=sl3_I2Ax4FU

Singtel's "Power Up Singapore" campaign was to inform and engage the audience regarding the potential of 5G technology.

Singtel successfully conveyed the transformative potential of 5G in multiple sectors by employing informative content, influencer marketing, interactive experiences, and engaging influencers.

Singtel's campaign successfully utilized engaging visuals and instructional material to effectively capture consumer interest and foster enthusiastic support towards their 5G offerings.

4. "Again My Life"

Youtube: https://www.youtube.com/watch?v=p8tqkchH72U

The "Again My Life" campaign by Viu effectively utilized the widespread appeal of K-dramas to actively captivate and involve the Singaporean audience.

Viu effectively garnered the interest of young viewers and K-drama enthusiasts by producing unique video content and establishing partnerships with prominent K-drama celebrities.

The campaign's robust online presence on various social media sites and prominent influencers' profiles played a pivotal role in its remarkable achievement in enhancing brand visibility and generating a substantial number of subscriptions.

5. "Tiger District Bottle"

Today Online: https://www.todayonline.com/singapore/stb-and-tiger-beer-first-big-joint-campaign-promote-singapore

The collaboration between Tiger Beer and the Singapore Tourism Board (STB) resulted in the creation of the "Tiger district bottle" campaign. This campaign aims at promoting local culture and tourism.

The campaign incorporated exclusive beer bottles that highlighted renowned landmarks from various districts in Singapore.

The campaign effectively integrated visual elements and storytelling techniques to encapsulate the key features of Singapore's different neighbourhoods and enhance awareness of Tiger Beer and the nation's attractions.

6. "Chope King"

Campaign Brief Asia: https://campaignbriefasia.com/2017/11/03/bbh-singapore-and-uber-reveal/

Uber's "Chope King" campaign was to engage the Singaporean foodie community. Uber strategically established itself as the preferred food delivery platform by forming alliances with influential local figures in the food industry and utilizing social media marketing techniques.

The success of the campaign can be attributed to its emphasis on audience engagement and partnership development, which played a significant role in acquiring market share and fostering brand loyalty.

7. "Dull Face"

Ogilvy: https://www.ogilvy.com/work/dull-face

The primary objective of Pond's "Dull Face" campaign was to effectively address common beauty needs while simultaneously promoting the brand's range of brightening products.

Pond's effectively connected with its intended demographic and achieved brand preference by leveraging influencers' platforms and implementing creative content marketing campaigns.

The huge success of the campaign can be attributed to its focus on visual elements and helpful narratives, which effectively drove the sale of goods and improved brand recognition.

8. "Breakfast at Tiffany's"

Harpers Bazaar: https://www.harpersbazaar.com.sg/gallery/breakfast-at-tiffanys-pop-up-tiong-bahru-bakery-singapore/

The "Breakfast at Tiffany's" campaign was a collaborative effort between Tiffany & Co. and Tiong Bahru Bakery, aimed at offering loyal customers a unique and exclusive dining experience.

The campaign may be one of the best marketing campaigns as it successfully expanded its reach and increased customer traffic to Tiong Bahru Bakery by leveraging the reputation of the famous brand and partnering with a well-known bakery.

The campaign's emphasis on visual aesthetics, in conjunction with the appeal of the Tiffany brand, resulted in a distinctive and unforgettable campaign that struck a chord with shoppers.

9. "#YouGrillWeSpill"

Youtube : https://www.youtube.com/watch?v=nWejWSYYM3w

The You Grill We Spill campaign by CPF was designed to actively involve viewers in open and transparent discussions regarding retirement and financial planning. The digital marketing campaign included the help of seven TikTok creators, three Instagram influencers, and two media partners.

CPF utilized social media campaigns and engaging video content to encourage users to actively participate by asking questions and expressing their concerns.

The campaign established a platform that facilitated heightened comprehension of CPF plans and the cultivation of confidence among clients.

10. "Worth the Trip"

Youtube: https://www.youtube.com/watch?v=iiLnGFf2Huo

The objective of NTUC Fairprice's "Worth the Trip" campaign was to improve customer engagement and increase the number of customers visiting its stores.

The campaign employed outdoor ads, social media marketing efforts, and content creation to showcase special offers, price cuts, and in-store experiences.

Through the implementation of an effective campaign with a targeted approach, the campaign successfully enhanced brand visibility, leading to a substantial increase in customer traffic and sales.

11. "A World Without Telco Contracts"

Youtube: https://www.youtube.com/watch?v=8CAozyBNBYs

The "A World Without Telco Contracts" campaign by Circles.Life introduced a no-contract mobile service to shake up the telecoms market.

By utilizing social and digital media platforms, the campaign conveyed the advantages of flexible plans and captured the interest of young adults who desire autonomy and authority across their mobile services.

The campaign's creative content and interesting social platforms were crucial in drawing in the audience and encouraging brand preference.

12. Singapore Civil Defence Force

Marketing Interactive: https://www.marketing-interactive.com/prawards-highlight-how-scdf-went-viral-with-social-media-users

The objective of the Singapore Civil Defence Force's (SCDF) campaign was to enhance the level of awareness regarding fire safety and readiness for emergencies among the citizens of Singapore.

The campaign successfully educated the target audience and motivated them to take the appropriate measures by implementing a well-executed social media marketing strategy along with experiential marketing campaigns.

The Singapore Civil Defence Force (SCDF) effectively engaged the audience through a campaign aimed at the use of campaign performance reports and interactive initiatives. This approach led to a powerful campaign that had an important bearing on public safety.

13. "Just For You"

Youtube: https://www.youtube.com/watch?v=nIpjvHD1_QM

The "Just For You" campaign by McDonald's was designed to favour the customization of the customer experience and foster a more profound connection with their intended demographic.

McDonald's effectively engaged their customer base by employing social media campaigns, through which they disseminated personalized offers, thereby fostering a feeling of exclusivity and making it one of the best marketing campaigns.

The campaign's focus on fostering audience engagement and incorporating visual elements within their Instagram feed led to a notable rise in brand preference and client retention.

14. "Meet me halfway"

Youtube: https://www.youtube.com/watch?v=b8_C104fF-M

The "Meet me halfway" campaign by SK-II emphasized empowering women and questioning traditional standards. The brand utilized thought-provoking video material to inspire women to embrace their unique qualities and challenge societal stereotypes associated with ageing.

The campaign garnered significant traction on various social media platforms, facilitating substantial discourse and fostering increased awareness regarding SK-II's dedication to promoting women's empowerment.

15. "Yet Here I Am"

Youtube: https://www.youtube.com/watch?v=_0qBJ2M4UzA

The overarching goal of Tiger Beer's "Yet Here I Am" campaign was to establish the brand as a representation of unwavering strength and perseverance.

Tiger Beer effectively engaged its target audience on a deeper level by employing persuasive storytelling techniques and incorporating many personal stories and anecdotes.

The campaign's utilization of social platforms, such as the incorporation of interactive Instagram stories, played a significant role in establishing a genuine atmosphere and fostering a dedicated customer base that strongly identified with the brand's principles.

16. "Will you be his next victim?"

Youtube: https://www.youtube.com/watch?v=jdekR-tqv30

For its Halloween-themed activities and events, Resorts World Sentosa ran a digital marketing campaign to engage fans and generate enthusiasm. The campaign effectively engaged the audience and generated excitement for the upcoming Halloween festivities through the strategic use of experiential marketing and captivating storytelling techniques.

The success of the campaign can be attributed to its focus on creating a rich experience through user-generated content and utilizing social media in its marketing campaign. These efforts resulted in increased web traffic and generated significant attention.

17. "We are sorry"

Facebook: https://www.facebook.com/irvins.singapore/photos/a.690796317705700/1958888394229813/?type=3

The "We are sorry" campaign by Irvins Singapore was primarily centred around the principles of transparency and accountability. In response to a product recall, the campaign was initiated to restore trust and enhance the brand's rapport with customers.

Irvins Singapore demonstrated accountability and expressed regret for the issue through transparent and genuine communication on various social media platforms. The campaign's commitment to transparency and proactive resolution led to a boost in customer loyalty and the establishment of a favourable brand reputation.

18. "Share a Coke"

Youtube: https://www.youtube.com/watch?v=Y5PKKAuHKVc

Over the past few years, Coca-Cola has successfully captured the attention and favour of Singaporeans by embracing a unique brand voice. One notable campaign is "Share a Coke," an initiative that has gained significant traction nationwide.

The core of the campaign is centred around the incorporation of a personalized element into the renowned Coca-Cola bottles. The company effectively leverages personalization and fosters social connections by substituting the brand's logo with well-known Singaporean names. The content marketing initiative employs a strategic combination of online and offline platforms, including digital marketing, vending machines, and even personalized kiosks.

The "Share a Coke" campaign has generated significant attention on social media and facilitated social interactions, promoting a sense of community and encouraging conversations among a wider audience. Coca-Cola's advertising in Singapore is characterized by a refreshing and personalized approach, which has made a lasting impact on the local advertising scene.

19. "Tummy Race" in Singapore

Yahoo! News: https://sg.news.yahoo.com/burpple-launches-tummy-race-smartest-marketing-campaign-singapore-032210092.html

Singapore's Burpple's Tummy Race is an engaging SEO campaign that has the interest of foodies all around the city. The purpose of this unusual event is to combine the excitement of a scavenger hunt with the pleasure of feasting on delectable food.

Burpple's Tummy Race has been successful in drawing an audience's attention by utilizing search engines and focusing on high search volume phrases associated with Singapore's food scene which aligned with their business goals. Participants set off on a culinary expedition, sampling different restaurants and finding hidden gems along the way.

To maximize visibility in search engine results, keywords and interesting content are strategically incorporated. This raises brand awareness and increases traffic to the platform.

As the Tummy Race comes to an end, Burpple's SEO campaign's success paves the way for their upcoming project, leaving participants impatiently awaiting news of their next campaign.

20. "SG50 Wish Fulfillment Campaign"

Facebook: https://www.facebook.com/greateasternsingapore/photos/a.197098887027105/927452333991753/?type=3

The SG50 Wish Fulfillment Campaign by Great Eastern was designed to commemorate Singapore's 50th anniversary by fulfilling the wishes of deserving individuals. Great Eastern utilised social media marketing campaigns and encouraged the public to actively participate by sharing their sincere wishes.

The campaign's utilisation of emotional storytelling and active community participation resulted in substantial engagement and a good impression of word-of-mouth marketing of the brand.

Start Your Campaign Now!

The digital marketing landscape in Singapore is constantly changing, and these 20 campaigns show how far the industry has come in terms of capturing consumers' attention. Using social media marketing, experiential strategies, and influencer collaborations through Facebook posts and Instagram Reels, marketing campaigns cannot only engage their target audience but also accomplished remarkable success.

The integration of audience and customer engagement, coupled with impactful visual elements, was instrumental in establishing robust brand connections. An advertising company in Singapore would help you discover how you can up your marketing game and unveil new opportunities for your business.

This collection of campaigns from Singapore serves as a source of inspiration for marketers. These campaigns exemplify the effectiveness of carefully planned strategies that successfully connect with target audiences, cultivate brand loyalty, and achieve marketing goals. A Singapore digital marketing company can enable businesses to develop impactful and memorable campaigns. Click here to access additional information about exceptional campaigns and learn how you can enhance your marketing endeavours.

In the ever-evolving world of digital marketing, local businesses are increasingly turning to local SEO services to improve their online visibility and connect with potential customers in their geographic location. However, one common question that arises is, "How much does local SEO cost?" This article will delve into the intricacies of local SEO pricing, the breakdown of categories, and what's typically included in local SEO packages. By the end, you'll have a clearer understanding of local SEO costs and how to allocate your marketing budget effectively.

In the ever-evolving and dynamic landscape of digital marketing, one avenue that consistently stands out for entrepreneurs as both popular and exceptionally lucrative is affiliate marketing. It offers a unique opportunity to generate income online by promoting and selling products or services from other companies. Yet, in this highly competitive field, success doesn't come by chance. To maximize the potential of your affiliate website and truly stand out amidst the digital noise, mastering the art of Search Engine Optimization (SEO) is nothing short of essential.

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Ad of the Day: Singapore uses storytelling to show the world a new passionate side

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By Charlotte McEleny, Asia Editor

August 25, 2017 | 2 min read

Listen to article 4 min

Singapore Tourism Board (STB) has taken on a new approach for its major global campaign launch ‘Passion Made Possible’, which aims to show the world a more human side to the country.

Without entirely shedding its ‘clean and green’ image, the new campaign wants to position Singapore as a place where people can come to be who they want to be, rather than tick of a to do list.

The ‘Passion Made Possible’ tagline is part of a new branding for the country, which also launched this week, but the tourism campaign expands on the concept, focusing messaging around key ‘tribes’ that visitors and locals alike fit into. Since the campaign launched yesterday, however, not all Singaporeans have taken to the new concept .

The idea is that you don’t just go to Singapore to eat, you become a foodie. An overall film ‘Where Passion Meets Possibility’ introduces the theme of the campaign, while two additional sets of films aim to promote the ‘tribes’ and go deeper into specific stories from Singaporeans that are prime examples of these tribes.

In the first round of the campaign, the ‘foodie’ and ‘explorer’ tribe films will be launched and supported with activity in terms of content marketing, social media, paid media and events. Alongside that, a film about Malcolm Lee, a French-taught chef who returned to Singapore to launch the world’s first Michelin starred Peranakan restaurant Candlenut, aims to make the foodie concept more human, while nature guide and wildlife consultant Subaraj Rajathurai has been roped in to tell the story of the explorer.

A set of print executions have also been created that depict the personalities, again showing people that Singapore is a place for passions, not just a place to visit.

The new branding was created by Singapore agency The Secret Little Agency, while the tourism campaign was carried out by TBWA in Singapore.

Singapore Tourism Board: Passion Made Possible by TBWA\ Singapore

By singapore tourism board, overall rating 4/5, more from creative.

20 Top-Rated Tourist Attractions in Singapore

Written by Diana Bocco Updated Dec 24, 2023 We may earn a commission from affiliate links ( )

Singapore has been described as a playground for the rich, and it's true that the small city-state does have a certain sheen of wealth. But Singapore offers more than just high-end shopping malls, luxury hotels, and fine dining (though it's worth indulging in those a bit if you can). There is also a vibrant history and diverse ethnic quarters to discover, along with many family-friendly attractions and lovely public spaces that make exploring this slightly futuristic city worthwhile.

Singapore has an excellent public transportation system that makes sightseeing convenient and easy. Once you've gotten a sense of the metro map, you'll have no problem zipping from one part of town to the next. English is spoken everywhere, and signs are in English as well. In fact, Singapore is one of the easiest and most comfortable countries to navigate in Southeast Asia. And as long as you're not comparing prices to nearby Thailand or Vietnam, you're in for a lovely stay.

For ideas on things to see and do, read our list of the top attractions in Singapore.

1. Marina Bay Sands

2. gardens by the bay, 3. botanic gardens, 4. singapore zoo, 5. orchard road, 6. singapore flyer, 7. raffles hotel singapore, 8. chinatown, 9. sentosa island, 10. clarke quay, 11. universal studios singapore, 12. night safari singapore, 13. merlion park, 14. asian civilizations museum, 15. pulau ubin (granite island), 16. fort canning park, 17. the maritime experiential museum, 18. fort siloso, 19. national gallery singapore, 20. jewel changi airport, singapore - climate chart, easy places to visit from singapore.

The opulent Marina Bay Sands resort complex includes a high-end luxury hotel , a mall with a canal running through it, the ArtScience Museum , and the Marina Bay Sands Skypark Observation Deck –a vantage point for taking in the entire city. The Skypark's viewing deck and infinity pool are found in the ship (yes, ship) that tops the hotel. Only hotel guests are allowed to use the infinity pool, but anyone can visit the observation deck.

From the Skypark, you can see the innovative double helix bridge , the port, the Gardens by the Bay (101 hectares of land converted into waterfront gardens), and the impressive skyline.

While up there on top of the city, guests can grab a snack or a coffee at the rooftop restaurant or pick up some keepsakes from the souvenir stand. You can purchase a photo of yourself green-screened in front of the massive hotel as it's all lit up at night, but the cost is steep at 50 Singapore dollars–better to ask a fellow tourist to snap a photo of you if possible. The elegant opulence of the Marina Bay Sands exemplifies Singapore's style and status as a major international city in Southeast Asia.

Address: 10 Bayfront Avenue, Singapore

Official site: http://www.marinabaysands.com/

Once you've glimpsed this beautifully designed green space (from the top of the Marina Bay Sands, perhaps) you won't be able to stay away. Wander through the Bay East Garden , perfect for enjoying the vibrant plant life and escaping the city bustle for a moment.

You won't want to miss Supertree Grove , where you'll find a cluster of the iconic, futuristic structures designed to perform environmentally sustainable functions. Then, head to the Cloud Forest Dome to see the world's tallest indoor waterfall and learn a bit about biodiversity. Check the website for ticket sale prices and tour times.

Address: 18 Marina Gardens Drive, Singapore

Official site: http://www.gardensbythebay.com.sg/en.html

Not to be confused with the Gardens on the Bay , the Botanic Gardens are also worth a visit. Singapore received its first UNESCO World Heritage nomination for its botanical gardens, and with good reason. The city can sometimes feel like a concrete jungle, albeit a clean and comfortable one, but the botanic gardens preserve pieces of Singapore's wilder heritage.

Here, a walking trail leads to the gardens' heritage trees, which are conserved as part of an effort to protect the city's mature tree species. Make sure to visit the impressive National Orchid Garden as well.

Other popular things to do include visiting the eco-garden, eco-lake, bonsai garden, sculptures, and several other formal gardens.

Address: 1 Cluny Road, Singapore

Official site: www.nparks.gov.sg/sbg

Billing itself as the world's best rainforest zoo, the Singapore Zoo is a pretty impressive place. The facility is clean and inviting, and the animals appear well treated, with plenty of lush vegetation and habitat space.

The orangutans are particularly impressive, and visitors can watch as babies and adults alike swing high above their platforms and snack on fruits. There is also a large chimpanzee family, zebras, meerkats, a komodo dragon, mole rats, white tigers, kangaroos, and many other creatures.

Guests can observe feedings for some of the animals. Allow at least three hours to make your way around the zoo.

If the zoo doesn't satisfy your need for getting close to wildlife, there's also the Night Safari , River Safari (including a giant panda forest), and the Jurong Bird Park . Park hopper passes are available if you plan to visit more than one of the wildlife parks.

For a unique and personal wildlife experience, try the Singapore Zoo Breakfast with the Orangutans. This hassle-free tour includes transportation from and to your hotel, allows you half day to explore the zoo, and has an optional upgrade to enjoy breakfast in the company of the zoo's much-loved orangutans.

Address: 80 Mandai Lake Road, Singapore

Official site: www.wrs.com.sg/en/singapore-zoo

One could be forgiven for coming to Singapore and doing nothing but shopping, as this is a world-class city for style and designer chic. The Orchard Road area is a great place to start a shopping spree, as there are high-end stores at every turn. You'd expect nothing less from a neighborhood that boasts 22 malls and six department stores. There are also four movie theaters, including an IMAX cinema, and a KTV karaoke establishment.

If you get hungry while burning through all that cash, there are plenty of eateries in the neighborhood serving international food.

Official site: http://www.orchardroad.org/

If the observation deck at the Marina Bay Sands doesn't quite do it for you, try taking in high tea while looking out over the city from the Singapore Flyer, the world's largest giant observation wheel. Choose from several different packages that allow you to be served and pampered while enjoying a view that encompasses not only the Singapore skyline but as far away as the Spice Islands of Indonesia and Malaysia's Straits of Johor.

There are several different ticket packages to choose from, and each includes access to the multimedia Journey of Dreams exhibit, which delves into Singapore's history and the creation of the Singapore Flyer.

Flights last 30 minutes and run from early morning until late at night, so you can choose which view of the city you want to enjoy: the beginning of another bustling day or when Singapore is aglow after dark.

Address: 30 Raffles Ave, Singapore

Official site: www.singaporeflyer.com

This colonial building is one of the world's last grand 19th-century hotels, once visited by literary luminaries such as Rudyard Kipling and Joseph Conrad, as well as movie star Charlie Chaplin.

Built in 1887, the property has served as a city landmark for well over a century and continues to live up to its tony reputation with excellent food and service. The classical architecture and tropical gardens provide a refined setting and represent another facet of Singapore's varied and rich history.

The Raffles Hotel Singapore is located in the city's Colonial District , which is also home to several other historic sites, and a good place to base yourself in the city. Here, you'll find the Raffles Landing Site , where Sir Stamford Raffles, the founder of Singapore, is said to have stepped ashore in 1819. The story has it that he saw the small fishing village but recognized its potential as a port, so he purchased the land from the Sultan of Johor and invited Chinese and Indian immigrants to move here. And so the seeds of Singapore's multi-ethnic identity were sown.

Address: 1 Beach Road, Singapore

Official site: www.raffles.com/singapore

If you've ever visited China, Singapore's Chinatown neighborhood will bring you right back here. From the small mom-and-pop stores and authentic Chinese food to the bright red lanterns, there's excitement and hustle in this district. You can visit the Chinese Heritage Centre and see the impressive and beautiful Sri Mariamman Hindu temple.

Another temple worth seeing is the Buddha Tooth Relic temple. If you're up early enough (think 4am), you can hear the morning drum ceremony. Or you can just check out the closing ceremony in the evening after viewing the relic.

Heritage markers have been installed throughout the neighborhood in English, Japanese, and simplified Chinese, so visitors can better understand the significance of the area. But this neighborhood is not just a testament to the influence of the Chinese throughout Singapore's past. This is a progressive neighborhood (with free Wi-Fi for all), and it's home to the trendy Ann Siang Hill area, where the quaint bistros and upscale boutiques could be at home in any Western city.

Official site: www.chinatown.sg

Singapore isn't exactly known as a beach destination, but if you're really craving some fun in the sun, Sentosa Island is the place to find it. Siloso Beach is a good spot for getting in beach time, and visitors can play volleyball on free courts or go kayaking and skimboarding. There are several other beach attractions as well, plus an Underwater World aquarium, where you can swim with dolphins.

A must-see on Sentosa Island is the Merlion , Singapore's famous statue that has the head of a lion and the body of a fish. You can take an escalator to the top of the statue and enjoy panoramic views of the surrounding area. Adventurous types will want to check out The Flying Trapeze and the SeaBreeze Water-Sports @ Wave House, where you can try your hand at flying strapped to a water-propelled jet pack.

Official site: www.sentosa.com.sg/en

The "center of commerce during the 19th century," Clarke Quay lives up to its legacy as a busy hub. Today, it has a more polished sheen, so after a long day of shopping on Orchard Road, visitors can happily head to Clarke Quay for an evening of waterfront dining and entertainment.

River taxis and cruises also depart from here, giving tourists the chance to admire some of the city's historic bridges and view landmarks like the Merlion from the water. The Quay's biggest hit with younger tourists is a giant bungee-jumping attraction , an adrenaline-packed thrill ride.

Nearby attractions include the Asian Civilisation Museum ; the Civil Defence Heritage Gallery located in Singapore's oldest fire station; and the Hong San See Temple , a picturesque century-old Buddhist place of worship.

Universal Studios Singapore occupies 49 acres of Resorts World Sentosa. The park is arranged thematically, with each area paying tribute to a location, film, or television show. Destinations include New York City, Hollywood, Madagascar, and a trip back to Ancient Egypt. Fiction-themed areas include Shrek's Far Far Away, Lost World, and Sci-Fi City, where Battlestar Galactica -themed dueling roller coasters and an indoor dark coaster, Revenge of the Mummy , dominate the thrill rides.

In addition to the many rides–that range from kiddie-friendly to daredevil –the park also has diverse dining options, shopping, and live shows throughout the day and night.

Address: 8 Sentosa Gateway, Singapore

Night Safari Singapore puts a new twist on the traditional zoo experience by introducing visitors to the nocturnal lives of the residents. The park's habitats are divided into four sections, each with its own trail that lets you observe these elusive creatures as they go about their "day."

The Leopard Trail has, as expected, leopards, as well as lions, flying foxes, civets, and porcupines among other animals. The Fishing Cat Trail tours the habitat of animals native to Singapore, including the fish-loving felines, pangolin, binturong, and other species both common and endangered. East Lodge Trail features Malayan tigers and spotted hyenas, and the Wallaby Trail introduces visitors to the marsupials of Australia.

Private tours, buggy rides, and educational sessions are available, as well as once-in-a-lifetime experiences, such as an Asian elephant feeding session.

Official site: www.wrs.com.sg/en/night-safari

Singapore's Merlion is just what it sounds like–the figure of a mythical creature that has the head of a lion and the body and tail of a fish. The Merlion represents the city's humble start as a fishing village combined with its traditional Malay name Singapura, "lion city."

The structure, which was relocated to Merlion Park in 2002, where it can overlook Marina Bay , weighs 70 tonnes and stands at 8.6 meters tall, spouting water from its mouth in a fountain.

The "Merlion Cub" sits nearby, only two meters tall but a hefty three tonnes, and there are five additional official Merlion statues throughout the city. Merlion Park is an ideal spot for photo-ops, whether you are taking a selfie in front of the iconic creature or capturing the magnificent views from the park as it looks out over the bay.

Address: One Fullerton, Singapore

If the Raffles Hotel and Fort Canning Park haven't satisfied your taste for colonial architecture, pay a visit to the Empress Place Building . It was constructed in 1865 and built in the Neoclassical style, and was named in honor of Queen Victoria. It now houses the Asian Civilisations Museum, which delves into the many Asian cultures that helped form Singapore.

The museum's collections focus on the themes of trade and spirituality, both of which heavily influenced Asian cultures. Exhibits cover topics such as the Indian Ocean trade, stories of faith and belief, and a look at the important role that scholars played in Chinese culture for centuries.

Address: 1 Empress Pl, Singapore

Official site: http://acm.org.sg

For a look at what life in Singapore was like before it was all about glamor and skyscrapers, visit the small island of Pulau Ubin, where fewer than 100 people still live in the same simple way as they did in the 1960s. The island's name is Malay for "Granite Island," a moniker given due to its past prominence as a quarry town.

Today, it is a peaceful, rustic place where tourists can enjoy unspoiled forests and diverse wildlife. The island is also home to the Chek Jawa Wetlands , which contain a coral reef teeming with sea life.

The island is easily reached by boat, a 10-minute ride that departs from Changi Point Ferry Terminal .

As military strongholds go, Fort Canning has had a long and varied life. Built in 1859, the fort was originally meant to defend Singapore against attacks but it became a bunker during World War II and was eventually surrendered to the Japanese in 1942.

Now in peacetime, the original building is home to modern performing arts troupes, and the park regularly sees picnics, concerts, theater performances, and festivals.

Other attractions at the park include relics from Singapore's early history, from as far back as the 14th century, and Sir Stamford Raffles' personal bungalow. Guests can also see a replica of the spice market Raffles established in 1822, as well as ASEAN sculptures that were erected in the 1980s.

Address: 51 Canning Rise, Singapore

This indoor-outdoor museum is located right on the water, and it's a great way to explore Singapore's maritime history through fun, interactive exhibits. Before you even enter the building, you'll be able to see several ships anchored here.

Inside, the highlight of the museum is the Jewel of Muscat, a replica of a sailing vessel that sank in 830 CE while traveling between Africa and China. You can also see large-size models of trading ships that traveled the Silk Route, learn navigation skills and how to read nautical charts, and experience a 9th-century shipwreck at Typhoon Theater in a special-effects simulation.

Fort Siloso, the country's only preserved fort and a military museum, is located on Sentosa Island. You can reach the fort via the Fort Siloso Skywalk trail , a massive steel bridge towering 11 stories up. Surrounded by lush tropical canopy, the bridge is accessed by either a glass elevator or simple stairs–though taking the elevator means sweeping open views of the Keppel Harbor, which you can't really see if you choose to walk your way up. The 181-meter-long bridge offers great views of the nearby islands, as well as the jungle floor below.

Once at the fort, visitors can join guided tours to learn more about the history of the area–although it's also possible to explore on your own, just walking around and seeing the sights.

Highlights inside the fort include the many massive cannons on display, three tunnel systems used to move ammunition around, and special exhibits showcasing daily life in the fort for the soldiers living there in the 1800s.

The entire fort is a beautiful shaded park, where you can spend a couple of hours exploring.

Address: Siloso Road, Singapore

Official site: http://www.fortsiloso.com/

Home to the largest modern art collection in Southeast Asia, the National Gallery mostly focuses on the works of local and Asian artists starting in the 19 th century. The 9,000-plus works of art are divided between two buildings – City Hall and the former Supreme Court – over more than 64,000 square meters.

In addition to the permanent collection, the gallery hosts temporary exhibits in unique aspects such as Vietnamese lacquer painting, modern photography, and Chinese calligraphy.

Free tours are available in English and Mandarin, and the gallery also offers workshops, open performances, and special presentations for both adults and children.

Address: 1 St. Andrew's Road, #01

Official site: https://www.nationalgallery.sg

Often voted as the best airport in the world, the 10-story-high Jewel Ghangi is not your ordinary transportation hub. In fact, you should put it on your list of must-see places to visit while in Singapore.

In addition to over 300 shops, the airport's most famous feature is the 40-meter-high HSBC Rain Vortex, an indoor waterfall surrounded by over 2,000 trees. Each of the airport's three terminals (all seamlessly connected) also has its own garden. There's a cactus garden in Terminal 1; a sunflower garden in T2; and a very famous butterfly garden at T3, home to more than 40 species of butterflies, a six-meter grotto waterfall, and plenty of flowering plants.

The airport is also home to two movie theaters, an entertainment corner with vintage arcade machines, an indoor canopy park with garden mazes and stunning viewing decks, and a 12-meter-tall (that's four stories high) slide both children and adults are welcome to use.

Official site: https://www.changiairport.com

Singapore Getaways: If you're based in Singapore and looking for some time outside the city, or if you're thinking of adding something on to your holiday, consider one of our ideas for weekend getaways from Singapore . Flights connect the city to beautiful destinations around SE Asia in just two or three hours. There are also several interesting places you can reach by bus or ferry.

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Singapore Tourism Board launches Made in Singapore global campaign to inspire travel to Singapore

The Singapore Tourism Board (STB) has unveiled its latest global campaign, “Made in Singapore,” (MIS) aimed at inspiring travellers to choose Singapore as their next travel destination. The campaign puts a fresh spin on the Passion Made Possible destination brand, spotlighting quintessentially Singaporean experiences, from iconic attractions to hidden gems, all of which are deeply rooted in the unique passions that characterize Singapore’s identity.

Speaking on the latest campaign, GB Srithar, Regional Director – India, Middle East, South Asia & Africa, Singapore Tourism Board said, “Indian travellers are increasingly seeking to connect deeply with a travel destination by venturing into off-the-beaten-path, less-explored, and previously unimagined experiences. This new campaign aims to resonate with these discerning Indian travellers, by highlighting how the ordinary is made extraordinary in Singapore through the rich tapestry of unique and distinctly Singaporean experiences. ‘Made in Singapore’ is a testament to how a destination like ours makes possible a travel experience filled with a renewed sense of wonder and limitless possibilities.”

Kenneth Lim, Assistant Chief Executive (Marketing Group), Singapore Tourism Board, said, “The Made in Singapore campaign is anchored on our Passion Made Possible destination brand, which embodies the Singapore spirit of fulfilling individual passions and creating new possibilities. Through this latest campaign, we would like to reinforce Singapore as a destination that turns imagination into reality. Our goal is to showcase how everyday ordinary moments are made extraordinary and unforgettable, experienced only in Singapore – to inspire travel here.”

Buoyed by strong fundamentals that make Singapore an attractive leisure and business destination, the country’s tourism sector is poised for strong growth. However, competition among destinations continues to intensify, along with changes in travel behaviour. A study conducted in Nov 2021 with over 3,000 respondents across 10 overseas markets found that over 60 per cent of people are looking for more purposeful travel, and close to 80 per cent of those planning for purposeful travel are looking for destinations that inspire them.  The MIS campaign therefore aims to keep Singapore top of mind and connect different travellers by showcasing the country’s key attributes: an inspiring City in Nature destination that is not only vibrant and cosmopolitan but also rooted in strong multicultural heritage.

To build emotional affinity and inspire travel to Singapore, the campaign adopts a bolder and playful approach to convey the spirit of MIS: where a twist on the familiar creates a travel experience filled with wonder. From forest bathing at the unexpected setting of Jewel Changi Airport’s Rain Vortex to working up a sweat dining at Lau Pa Sat hawker centre, and witnessing a colourful “air show” at the all-new Mandai Bird Paradise, Singapore turns imagination into real and inspiring experiences for travellers.

The latest additions to Singapore’s destination offerings also reflect this quirky spirit. Imagine this: at Sentosa’s The Palawan @ Sentosa by Shangri-La Group, the beachside lifestyle takes a thrilling turn with innovative beachside entertainment, including electric go-karts, a floating aqua park, mini-golf, beach clubs, and delectable food trucks. At PLUME, the newly minted cocktail bar at Pan Pacific Singapore, guests can savour fresh flavours inspired by local birds, offering a unique twist to the traditional cocktail experience. And for those seeking a one-of-a-kind culinary journey, Lou Shang, a hidden gem of a café, serves fusion dishes inspired by beloved local favourites, adding an exciting twist to familiar flavours.

MIS replaces STB’s SingapoReimagine international recovery campaign launched in November 2020 to rekindle passion for travel in Singapore.

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What's up in Asia's Ad World

• Creative Work , Place Branding , Singapore , TBWA APAC Spotlight

Think You Know Singapore? Think Again Says New Travel Campaign

• by APAC Ad Junkie
• April 1, 2022

The Singapore Tourism Board (STB) has launched a new campaign via TBWA\ Singapore that looks to give travelers a taste of not only the city state’s iconic landmarks but also the lesser-known sights and unexpected experiences as travel begins to open up again. The film is part of the SingapoReimagine campaign which “welcomes travelers to realize their passion to travel again.”

The at times campy two-minute film features Singaporeans from all walks of life as a way to showcase travel offerings through its people and their passions and invites the world to look at Singapore with a fresh perspective.

“With border restrictions gradually being lifted, people are now looking forward to their long-awaited travel and opportunities to maximize their experiences,” said Andy Grant, Executive Creative Director, TBWA\ Singapore.

“Hence the importance for us to challenge the perceptions of Singapore as just a small city, just all skyscrapers, just one island; and show the world how it is so much more.”

Ms Choo Huei Miin, Director, Brand, Singapore Tourism Board said, “SingapoReimagine urges the rediscovery of new possibilities, to be enjoyed and explored through fresh and unexpected ways. As Singapore reopens, we are excited to welcome travel back and what better way but have us; Singaporeans spotlighting these experiences and their passions throughout the film.”

“It was a great opportunity to welcome travellers back with a bang by positioning Singapore in a bold, unique and novel way, and expressed through the diversity and inclusiveness of our people, our places and our experiences,” added Ara Hampartsoumian, Chief Executive Officer, TBWA\Group Singapore.

Film Director Roslee Yusof of The P Film Company added, “I wanted to show the world a place they have seen before, in a way they would never imagine it. There were so many firsts for me, from speeding FPV drones, to drones that had cameras top mounted, to taking a boat, then kayaking 30 mins to get a two-second shot. All this made me nervous, but it also made me realise we were constantly reimagining how we shoot Singapore.”

The SingapoReimagine global film aims to support top-of-mind awareness and recapture mindshare amongst global audiences. It showcases a different side of what the city has to offer, from exciting new attractions and novel dining concepts, to wellness reprieves and sustainable experiences. The film featured many different locations in Singapore, such as SkyHelix, Cloudstreet, Southern Islands, Haw Par Villa and Henderson Waves.

Personalities featured (in order of appearance):

• Nicole Midori Woodford (Award-winning filmmaker)
• C.S. Ling (Award-winning wildlife photographer)
• Jerome Dass (Edible Garden City staff)
• Yung Raja (Rapper)
• Ong Bee Yan (Part time model, Entrepreneur)
• Sandra Riley Tang (Singer-songwriter)
• Yip Pin Xiu (Paralympic gold medallist)
• Mark Tai (First winner of the Michelin Guide Singapore’s Young Chef Award, head chef of Cloudstreet)
• Vijay Mudaliar (Award-winning bartender and co-owner of Analogue Initiative Bar)
• Narajan Singh (Raffles Hotel)
• Ted Chen (CEO of EverComm)
• Chloe Chua (Violinist)
• Speak Cryptic (Artist)

Client: The Singapore Tourism Board (STB) Creative Agency: TBWA\ Singapore Production: P Film Company

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Singapore Tourism Board

Made In Singapore - 3D billboards

Agencies: The Shophouse @ Publicis • BBH Singapore

Description

BBH Singapore and The Shophouse @ Publicis are bringing quintessentially Singapore experiences to major cities around the world, from New York City in Times Square to London in Piccadilly Circus, in 3D out-of-home billboards for the Singapore Tourism Board.

True to STB’s ‘Passion Made Possible’ destination brand, the ‘Made in Singapore’ campaign, a global campaign created by The Shophouse @ Publicis, invites the world to Singapore, where the ordinary is made extraordinary. The 3D out-of-home billboard shines the spotlight on some of the country’s unique and multifaceted offerings and provides a whimsical take on three iconic Singapore experiences, brought to life in New York, London, Shanghai, Mumbai and Jakarta.

“This ‘global tour’ unveils to the world the essence of Singapore through a collection of experiences – iconic and lesser known alike – in an unexpected, surprising way. Forget what you know about gardens, window shopping and performance art: STB’s new 3D billboards might surprise you in ways beyond the ordinary,” explains Khairul Mondzi, Executive Creative Director at BBH Singapore.

Choo Huei Miin, Director, Brand, Singapore Tourism Board adds: “Leveraging these immersive 3D out-of-home billboards, our aim was to capture the imagination of our travellers through transforming everyday moments into unique experiences Singapore has to offer to inspire travel. We hope this visual treat showcases the best of destination Singapore to the world and captivates audiences in key target markets with our vibrant culture, food, nature, and show-stopping futuristic landscapes.”

This professional campaign titled 'Made In Singapore - 3D billboards' was published in Singapore in March, 2024. It was created for the brand: Singapore Tourism Board, by ad agencies: BBH Singapore and The Shophouse @ Publicis. This OOH Outdoor medium campaign is related to the Hospitality, Tourism industry and contains 2 media assets. It was submitted about 1 month ago by Creative PR: Barbara Messer of Publicis Groupe.

Creative Agency: BBH Singapore, The Shophouse @ Publicis Media Agency: Zenith Media, The Shophouse @ Publicis Production Company: The Mill London

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Singapore   Travel Guide

Courtesy of Westend61 | Getty Images

18 Best Things To Do in Singapore

Updated February 11, 2021

You can enjoy both urban and natural attractions in this mega-metropolis. Perusing the designer stores on the commercial  Orchard Road or the bustling stalls in  Little India will showcase the city's fast pace. And at the other end of the spectrum, Gar

• All Things To Do

Gardens by the Bay Gardens by the Bay

If you're looking for a taste of nature without the trek, Gardens by the Bay is your urban jungle. The attraction is conveniently based in Marina Bay and features a wide of variety of enticing things to do and see that seamlessly mix Mother Nature with the metropolis. The Supertree Grove, the most recognized landmark of the park, features 18 "supertrees" that support the OCBC Skyway, a 419-foot-long aerial walkway that affords views of both the surrounding gardens, as well as Marina Bay.

In the nearby seashell-shaped facilities, visitors will find the highly lauded Flower Dome and Cloud Forest. The Flower Dome is the largest greenhouse in the world and showcases numerous types of plants and flowers grouped by country. Expect to find tulips next to replicas of Dutch architecture and Birds of Paradise flowers in the South African Garden. The Cloud Forest –  a crowd favorite –  features a 114-foot-tall mini mountain that plays host to the world's tallest indoor waterfall, which visitors can observe via the aerial Cloud Walk or Tree Top Walk. And that's just a few of the activities available on-site.

Marina Bay Marina Bay free

The district of Marina Bay is considered to be Singapore's tourism epicenter. Marina Bay houses some of the city's main points of interest as well as numerous opportunities for entertainment like the ArtScience Museum and The Float at Marina Bay (the world's largest floating stadium). You'll also find the Singapore Flyer , Gardens By the Bay and Merion Park , some of the city's best lookout spots overlooking the bay. And although many features will draw your eye, the centerpiece of Marina Bay is the Marina Bay Sands resort. You name it, this complex probably has it: a world-class casino, multiple nightclubs, performance halls, shops and spectacular overnight accommodations. Plus, don't miss the Sands SkyPark, an elevated open-air concourse that crowns the resort.

Recent visitors said a walk around Marina Bay is a must, especially for first-time travelers. Some recommended a stroll during the day and night, as both take on two different atmospheres. Those who decide to visit at night will be treated to a nightly light show put on by Marina Bay Sands. However, no matter the time of day, visitors say eateries surrounding this tourist mecca are pricey.

Singapore Botanic Gardens Singapore Botanic Gardens free

For such a large city, you'll be shocked at the amount of parks that share space with the skyscrapers. And the Singapore Botanic Gardens is the epicenter of this natural, flowering splendor. Formerly an unused plantation, the garden hugs 60 acres of the city, not only living up to Singapore's nickname of the City in the Garden, but earning the country's first UNESCO World Heritage site title. The gardens attract both casual naturalists and scholarly botanists with its  world-renowned botanical library, acres of varied vegetation and free admission. Numerous attractions dot a map of the gardens; however, we advise that you simply wander through this gorgeous spectacle and unwind. That said: travelers say not to miss the National Orchid Garden for its innumerable floral varieties and breathtaking colors.

Overall, recent visitors were taken by the beauty of the floral grounds, with some saying it was the best attraction they visited during their time in Singapore. Due to the size of the gardens, many travelers suggested allotting hours to tour this attraction because there is just that much to see. Aside from hitting the main points of interests, some recommended taking a jog or packing a picnic as an alternative means of soaking up the attraction. However you decide to experience the gardens, travelers agreed: bring water. With average temperatures reaching the 80s, it's essential you have a bottle to stay hydrated. 

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Cloud Forest Cloud Forest

The climate-controlled dome that houses Gardens by the Bay’s Cloud Forest carves out a futuristic looking space along Singapore’s skyline. An indoor waterfall serves as the Cloud Forest’s primary attraction, cascading 30 meters (about 98 feet) down the human-made mountain. The Cloud Forest’s climate aims to replicate misty tropical mountains, which are cooler than the local area, so jets of vapor and spray from the waterfall work together to create the attraction’s namesake fog.

Recent visitors primarily praise the indoor waterfall, adding that the attraction offers a welcome respite from Singapore’s sweltering heat. Travelers also marveled at the plants, which vary from level to level; however, they also warn that parts of the higher levels may be triggering for those with a fear of heights.

Singapore's Chinatown Singapore's Chinatown free

As a nation composed of mostly immigrants, Singapore possesses a number of ethnic enclaves. Chinatown is one of the largest of them. Broken up into five districts, the neighborhood is packed with a variety of things to do and is constantly buzzing with pedestrians passing in and out of its shops, eateries and food stalls.

If you're seeking souvenirs, head over to Pagoda Street for trinkets galore, then consider grabbing a bite at Smith Street or New Bridge Road, the latter of which is known for its barbecued meats. For a night out on the town, venture on over to the Tangong Pagar district, which offers loads of bars, pubs and karaoke lounges. And when you need a break from the hustle and bustle, explore the Telok Ayer district. This area has the largest concentration of ancient mosques and temples in Chinatown. Set out to the Thian Hock Keng Temple for some quiet Zen. And though it's not associated with Chinese culture, you should stop in front of the Sri Mariamman Temple to admire its colorful, intricate facades.

Singapore Zoo Singapore Zoo

When you tire of the urban jungle, head to an actual jungle: the Singapore Zoo. The expansive facility is broken up into 11 different zones and has 12 exhibits, affording numerous opportunities to get up close and personal with a diverse array of wildlife. V enture to Primate Kingdom and get a glimpse into the lives of the 39 species of primate that call that zone home . Or visit the Elephants of Asia exhibit, where you can rub elbows with the five big girls (all five elephants are female) hailing from Sri Lanka, Malaysia and Indonesia. Along with numerous exhibits, guests can also attend animal shows, go on tours and safaris (the night safari is particularly popular), or even feed some of the animals.

Recent travelers raved about the zoo. Visitors appreciated how well-maintained the zoo was: animals appeared to be well looked after and their enclosures appeared to be exactly what their habitats would look like in the wild. Both kids and adults reported being entertained, and some recommended allotting as much as an entire day for the zoo as there is that much to see.

Orchard Road Orchard Road free

Every modern metropolis must have its commercial avenue. Singapore's version is Orchard Road. This electric boulevard buzzes with  the whizzing of cars,  the humming of neon lights and  the swiping of credit cards, a far cry from the way things once were way back when. Orchard Road got its name from the presence of fruit orchards, nutmeg plantations and pepper farms that dotted the area in the early 19th century. Today, the mile-long street houses tons of eateries and a whopping 47 shopping malls carrying high end brands, popular international retailers like Zara and H&M as well as local shops. The massive  ION Orchard shopping complex is arguably the centerpiece of the street, so you'll inevitably be lured inside by the designer names and stream of fashionable patrons. 

We definitely encourage window-shopping, but depending on your purchasing power, you should be wary of the enticing bright lights here. At various stores, the price tags range from reasonable to obscene, so we recommend saving your cash for unique souvenirs found in other character-filled neighborhoods like Little India and Chinatown . If you're still interested in getting a taste of this flashy thoroughfare, Orchard Road also houses art galleries, movie theaters, clubs and various other entertainment opportunities.

Merlion Park Merlion Park free

On Marina Bay , Merlion Park hosts one of Singapore's most recognizable monuments. The Merlion statue is the head of a lion with the body and tail of a fish, and the hybrid creature spouts water from its mouth and into the bay. Measuring 28 feet tall, the statue may seem a bit odd to the naked eye, but the statue is actually a nod to Singapore's history. The head of Merlion represents Singapura, the city's first name, which means 'lion city' in Malay. The fish tail and body symbolizes Singapore's old days as a small fishing town. Even though  the statue has claimed all the fame, another notable highlight is the park's panoramic view of the bay. Particularly at night, the urban vista with the spectacular Marina Bay Sands resort impresses visitors. Some travelers, however, complained of congestion and suggested visiting when the sun isn't at its peak.

Merlion Park is just a short walk from the Raffles Place MRT. The park is free to visit at any time of the day (though we recommend visiting at night). For more information, check out the Singapore Tourism Board's website .

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Sentosa Sentosa

Sentosa is an entire island resort dedicated to fun for all ages. You want family-friendly amusement; head to Universal Studios Singapore, Adventure Cove Waterpark or S.E.A. Aquarium.You want some adventure; hit up iFly Singapore, Mega Adventure or The Flying Trapeze. You need some relaxation; then hit the links or stake your claim on miles of beaches, including Palawan Beach, the southernmost point of Continental Asia.  And that's really only some of the myriad of activities you can do on Sentosa. 

While Sentosa is a vacation destination that could take an entire week to consume, we suggest that you set aside one day from touring Singapore's cultural sites for some island fun. Although some visitors found the conglomerate to be overwhelming, travelers agreed that the attractions are not only top-notch but really fun as well.

Little India Little India free

Should you want to stray from the mainland, immerse yourself in Little India. This cultural enclave, located a little more than 2 miles northwest of Marina Bay , features a dense network of streets and shops where you can find anything from flower garlands to fragrant spices and colorful fabrics. Start by perusing the boutiques along Serangoon Road and then venture down the smaller alleyways to discover true treasures. There's also the 24-hour Mustafa Centre, perfect for grabbing any last-minute amenities, and the open-air Tekka Centre, which offers sari and goldsmith retailers. When your feet (and credit card) begin to tire, check out the gorgeous Sri Srinivasa Perumal Temple, a Hindu place of worship.

Recent visitors enjoyed their trip to Little India, with many citing the neighborhood's authenticity as its best asset. Some travelers who are from or have visited India even went so far as to say that Little India made them feel as if they were in the country itself. Along with shopping, travelers strongly recommended arriving on an empty stomach to get a taste of the great northern and southern Indian dishes the neighborhood has to offer. But plan your time accordingly; Sundays are especially busy, according to reviewers. 

Singapore Flyer Singapore Flyer

Ever since Chicago built one in 1893 for the World Expo, cities around the world have learned that tourists really like Ferris wheels – huge ones. In 2000, London built its famous Eye , standing 443 feet tall. But Singapore didn't wait long before constructing the Flyer, which trumps its British equivalent by almost a hundred feet. Since opening in 2008, the 42-storey-tall Flyer, billed as Asia's largest giant observation wheel, has offered visitors 360-degree views of the urban landscape from Marina Bay . The attraction claims that visitors can catch a glimpse of neighboring Malaysia or Indonesia from the highest point of the observation wheel. 

Travelers label the Singapore Flyer as a must-do, with many saying the views atop the wheel are simply breathtaking. Visitors say the 30-minute ride time gives people ample time to take in the great views and snap lots of pictures. What's more, the pods are air-conditioned, making it a great place to also cool off from Singapore's year-round heat. Some suggested going at night to bare witness to the glittering city lights, or if you can, opt for a visit at dusk or sunset.

East Coast Park East Coast Park free

East Coast Park runs more than 9 miles along the southeast coast of Singapore. Visitors to the park can swim in the Singapore Strait; bask under the sun; barbecue and camp in the grass; and cycle or inline skate along the park’s paved path. The small park aims to appeal to every type of traveler, despite only covering less than 1 square mile of space.

Recent visitors appreciated the opportunity to get some exercise in at East Coast Park. They recommended renting a bike to take advantage of the park’s winding trail, while inline skating is also an option. Be careful during the weekends, though, as the paved path gets exceptionally crowded, according to recent visitors. After burning off some calories, travelers recommended taking advantage of the nearby shopping center.

The Southern Ridges The Southern Ridges free

Anyone who appreciates an excellent jaunt will love a visit to the Southern Ridges. Mount Faber Park, Telok Blangah Hill Park, HortPark, Kent Ridge Park and Labrador Nature Reserve collectively make up the Southern Ridges. The Henderson Waves, a pedestrian bridge with wavy accents, is the area’s most stunning attraction. The bridge connects Telok Blangah Hill Park to Mount Faber Park. The Marang Trail offers another popular option and leads travelers to the top of Mount Faber.

The most commonly praised trail among past visitors is the Forest Walk, which connects HortPark and Telok Blangah Hill Park. The walk takes adventurers above the parks via an elevated platform, giving them a glimpse at the wildlife in and around the trees’ canopies.

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National Gallery Singapore National Gallery Singapore

A diversity of exhibits sets the National Gallery Singapore apart from its competitors. The gallery covers various mediums and its artwork ranges from the 1800s to the present; a majority of the art comes from Singapore and Southeast Asia. Exhibitions and programs regularly rotate through the gallery and keep its offerings fresh. You won’t need to leave the National Gallery Singapore to grab a bite, either, as the gallery hosts a variety of restaurants, lounges and cafes.

In addition to its art, past visitors were impressed by the National Gallery Singapore’s unique buildings. The former City Hall and Supreme Court were restored to house the museum, and travelers can even explore the court’s old holding cells. Recent travelers also suggest taking advantage of the gallery’s tours, which are included in the cost of admission.

Singapore Cable Car Singapore Cable Car

Two lines of the Singapore Cable Car Sky Network allow travelers to take in incredible views of the city as they traverse the area between Mount Faber and Sentosa . Six total stations divide the two lines (three stations each), while the lines themselves are a three- to five-minute walk between the Sentosa Station and the Imbiah Lookout Station. While panoramic views are the Singapore Cable Car’s main appeal, the cars are also an excellent means of transportation.

Past visitors describe their experiences on the Singapore Cable Car as nice and relaxing. Even if you’re afraid of heights, the rides are allegedly so smooth that acrophobia is not a problem. Recent travelers suggest getting a one-day unlimited rides pass, so that you can use the cable cars continuously from open to close.

Bukit Timah Nature Reserve Bukit Timah Nature Reserve free

For those who want a wilder interaction with nature than Gardens by the Bay offers, the Bukit Timah Nature Reserve beckons from northwest of the city. The nature reserve sits about 8 miles from Singapore’s city center, in the geographic center of the island. The government dedicated the reserve in 1883 to protect the variety of plant, animal and insect life. Nowadays, travelers can trek to the top of Singapore’s tallest hill, Bukit Timah Hill, via the park’s paths.

Be sure to bring a camera; recent visitors snapped numerous photos of the area’s monkeys, foliage and birds. Past travelers appreciated that the reserve offers four different levels of hikes, which range from paved paths to steep slogs. Cyclists can also enjoy the Bukit Timah Nature Reserve’s well-built mountain biking trail. More information about trails is available at the reserve’s Exhibit Hall, which also offers limited parking that fills up exceptionally quickly, according to recent reviews.

Asian Civilizations Museum Asian Civilizations Museum

While we certainly encourage you to visit the neighborhoods of Little India , Chinatown and Kampong Glam (the Malay district), there's one place to preview the enormous diversity of Asian societies in Singapore. For this one-stop cultural shop, head to the Asian Civilizations Museum (ACM). This facility offers a broad survey Pan-Asian civilizations, including China, Southeast Asia and West Asia, with artwork and 1,300 artifacts from all corners of the continent. Wander through galleries and exhibitions and you'll find a diverse array of relics, such as religious sculptures, ornate furniture, Chinese ceramics and even remnants from a shipwreck. 

Many recent visitors enjoyed perusing the vast museum as well as the diversity of the art shown. Multiple travelers referenced the Tang Shipwreck exhibit as a must-see. However, if you're not a museum person, or don't have an interest in the subject matter, this attraction may prove underwhelming, as other travelers expressed. 

Jurong Bird Park Jurong Bird Park

A visit to the Jurong Bird Park provides an excellent first step into the world of birding. The massive aviary boasts exotic birds ranging from macaws to spoonbills to flamingos. If simply marveling at colorful, flying animals begins to bore you, the park also offers several shows and activities designed to entertain guests of all ages. What’s more, a guided tram is available to ferry visitors around the park for a one-time fee of SG$5 (about $3.69) for adults and SG$3 (about $2.21) for children ages 3 to 12.  

Past visitors universally loved the Lory Loft, where the birds will land on your hands and shoulders in search of a sip of nectar. These recent travelers also recommend being sure to catch the High Flyers and Penguin Feeding shows.

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7 Best Travel Ads To Fuel Our Wanderlust Now That The World Is Opening Up

You can tell that travel is back on the menu when countries and airlines are aggressively advertising to lure you to your favourite destinations. And while it won’t take much convincing to get us to dust off our passports, seeing how these travel ads take flight is one of the little joys that will warm any wanderlusting globetrotter’s heart.

To take you on a trip down memory lane, we take a look at some of the best travel ads to ever grace our screens from the past to the present.

1. Tourism Malaysia – Malaysia, Truly Asia

One of the most iconic campaigns here in Southeast Asia is Malaysia, Truly Asia . It was envisioned by theD agency Integrated Strategic Communications way back in 1999, and is one of the most awarded and recognised tourism campaigns to come out from Malaysia even today nearly 30 years later.

Through its many activations and plenty of television commercials, the Malaysia, Truly Asia campaign promoted the country as a destination with cultures and wonders to see and soak in. And it’s hard to not “sing” the tagline whenever it comes to mind.

2. VISA – Travel Happy

If you’ve ever caught a movie in a cinema around the late 2000s and early 2010s, you might have seen a commercial of a man dancing around the world. That guy is Matt Harding , one of the OG “influencers” who went viral after a compilation of him dancing in different countries went viral on YouTube.

What started out as a fun thing to do on his travels became one of the first Internet phenomenons with VISA eventually getting him to be the face of their Travel Happy campaign. From Singapore to Japan to Hollywood, Matt’s presence spoke a universal language: dance. 

His little dancing jig accompanied by the locals sent the message travel and dance will always be on the cards no matter what cultural barriers might exist between people.

3. Tourism Australia – Best Job In The World

Young adults are always on the hunt for the best job in the world, and Australia was more than happy to give it to them back in 2009. Tourism Queensland and agency SapientNitro – now Publicis Sapient – came together to launch the Best Job in the World campaign.

The role was a six-month contract to be a caretaker to the beautiful islands around the Great Barrier Reef. Throw in a A$150,000 salary, a luxury villa, and a job scope that required you to write one single blog post a week, and you can guarantee every traveller worth their salt was rushing to apply for this opportunity.

Over 34,000 applicants submitted a 60-second clip in an attempt to score the job, but the results were far greater than what Tourism Queensland and SapientNitro expected.

The campaign’s website saw more than 6.8 million unique monthly visitors with almost 54 million page views; 46,000 mainstream media stories and 230,000 blog posts were written; and another 4 million people watched BBC’s documentary about the campaign. All this coverage was secured with just a budget of US$1.2 million that was spent on recruitment ads. 

Winner of the role Ben Southall even appeared on Oprah for a 10-minute segment. Impressive.

4. Singapore Airlines – In-flight video

While not technically a travel ad, Singapore Airlines’ 2017 in-flight video is still a piece of content that just makes you want to fly with them. 

Created in conjunction with Singapore Tourism Board and agency TBWA Singapore, the campaign redefines how an educational video can be something aesthetic and memorable. Rather than showing the interior of a plane, the safety video transports viewers and passengers into some of our Little Red Dot’s most beautiful attractions like The Intan Peranakan Museum and Henderson Waves.

Since its release in 2017, millions of passengers have seen the video on their Singapore Airlines flights plus two million more on YouTube. It has also bagged multiple accolades from the Gong Awards and Creative Circle Awards. If you haven’t watched it, we highly suggest you do, especially if you want your heart strings pulled.

5. Discover Ireland – Doors of Thrones

Despite the fiasco that was Game of Thrones, the show still gave us spectacular shots from around the world. One of these landscapes was Northern Ireland’s Dark Hedges which was the backdrop for the Kingsway in the show. When a storm knocked down two of the trees, Tourism Ireland, agencies Publicis and Carat, and HBO came together to fashion doors from the lumber.

Ten imposing doors with intricate carvings were made from the felled trees as part of the Doors of Thrones campaign. These were then placed in pubs, inns, and hotels near iconic filming locations in the country so fans can still “pay their respects” when they visit and stay at these places.

For their creative thinking, the campaign walked away with three awards from the highly-regarded Cannes Lions International Festival of Creativity. Valar Morghulis.

6. Travel Oregon – Only Slightly Exaggerated

In their 2018 campaign Only Slightly Exaggerated , they worked with agencies Wieden+Kennedy along with the studios Psyop and Sun Creature to visualise the Oregonian landscape in the style of classic Ghibli movies. The whimsical style of the animated films coupled with the otherworldly landscapes in Oregon made them a perfect match.

7. Qantas – I Still Call Australia Home

Launched first in 1987 and now returning for a 2022 edition, the latest version of the campaign stars Hugh Jackman, Kylie Minogue, Troye Sivan accompanied by the vocals of the Australian Girls Choir, National Boys Choir, and the Gondwana Choir.

The announcement of the campaign must be a bittersweet feeling for the agency The Monkeys and production house Rabbit as the scenes were filmed during pre-Covid times. Seeing it come to life on YouTube, billboards, and TV screens around Australia at last has to feel good after years of being in advertising limbo.

To put things into perspective, the song I Still Call Australia Home is Australia’s equivalent to Home by Kit Chan or Where I Belong by Tanya Chua. Now imagine the absolute slayage if that’s used in an advertisement for Singapore Airlines. Oh wait, they already did something similar back in 2021 .

Iconic travel advertisements & campaigns

There’s no denying that advertising has taken a softer approach with partnerships with influencers and content creators being the norm. However, it’s still important to look back at how these advertisements made waves in both the creative industry and their impact on the mainstream travel market.

Cover image adapted from: TWAB , Wieden+Kennedy

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Publicis wins $73m Singapore Tourism Board fightback

The travel industry is likely to be a relatively big spender post pandemic, and the Singapore Tourism Board has entrusted a budget of $73 million over the next five years to Publicis Groupe’s latest Power of One team, called Shophouse.

After a pitch against WPP, Havas and Omnicom, Publicis Groupe won out with a team made up of BBH, Zenith, Digitas and production house Prodigious. TBWA, which has had the creative account for the last six years, did not repitch for Omnicom, which instead put up BBDO. VMLY&R pitched for WPP and BLKJ for Havas.

Amrita Randhawa, CEO Publicis Groupe Singapore and Southeast Asia, led the pitch. She said: “I thank everyone at STB for placing their trust in the integrated Power of One offer that we have dubbed The Shophouse @ Publicis. We are humbled, excited and can’t wait to get started on the strategic challenge of helping STB navigate tourism recovery in the coming years.” Amrita, CEO Publicis Groupe Singapore and Southeast Asia.

Chang Chee Pey, assistant chief executive of marketing at the STB, said: ” As travel gradually resumes, we are excited to work with The Shophouse to recapture demand and strengthen Singapore’s appeal as a safe, vibrant and forward-looking destination. Together with our new partners, we look forward to delivering agile, bold and creative marketing that will support Singapore’s tourism recovery.”

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Follow our news, recent searches, singapore’s tourism sector gets s$300 million boost to develop new offerings, advertisement.

The capital injection will help Singapore’s tourism sector remain attractive amid intensifying competition, says Minister of State for Trade and Industry Alvin Tan.

Tour agencies have observed that tour bookings now tend to come from smaller groups and the duration of stays in Singapore has also become longer. (Photo: TODAY/lli Nadhirah Mansor)

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SINGAPORE: Singapore will pump in more than S$300 million (US$223 million) to help its tourism sector continue its post-pandemic recovery amid intensifying global competition, said Minister of State for Trade and Industry Alvin Tan on Friday (Mar 1).   Besides developing new products and experiences, the latest capital injection will also go to rejuvenating existing tourism offerings and upskilling workers, he told parliament during a debate on the ministry’s spending plans for the year.

Being one of the worst-hit industries during the COVID-19 pandemic, the tourism sector has received several rounds of funding to aid its recovery.   For example, close to half a billion dollars was set aside in 2022 to support “strategic manpower capabilities” in the sector and offset business costs, among others.   In 2021, the Tourism Development Fund – first set up in 2005 to grow tourism receipts, visitor arrivals and jobs – also got a S$68.5 million top-up to provide targeted support for the battered industry.   Mr Tan said the fund has introduced a number of new attractions and lifestyle events, such as sports and lifestyle attraction Trifecta in Somerset . More than 100 local tourism businesses also received assistance to become more productive and sustainable over the past two years.   “We encourage all our tourism companies to make full use of this top-up to grow your business,” he said.

Singapore's tourism sector saw a strong rebound in 2023, with international visitor arrivals recovering to 13.6 million . This was about 71 per cent of tourist arrivals in 2019, before international travel came to a halt in 2020 due to the COVID-19 pandemic.   Tourism receipts for the first three quarters of 2023 also reached 98 per cent of the same period in 2019.   The Singapore government expects this recovery to continue in 2024, with international visitor arrivals to reach between 15 and 16 million visitors while chalking up around S$26 billion to S$27.5 billion in tourism receipts.

The Big Read: Beyond IRs and new attractions, how can Singapore draw more tourists and make them stay longer?

Commentary: visa waiver deal puts singapore in good stead to attract the coveted chinese tourist.

The implementation of a mutual 30-day visa-free travel between China and Singapore brings “more good news”, said Mr Tan.   Under the agreement which started on Feb 9, Singaporeans and Chinese citizens holding ordinary passports can enter China or Singapore without a visa for no more than 30 days if they are travelling for business, sightseeing, visiting friends and family, or other private affairs.

Mr Tan said this has made it easier for Chinese visitors to travel to Singapore - a likely boost to arrivals and spending across tourism-related, retail and the food and beverage sectors. The longer visa exemption also makes it more convenient for Singaporeans to travel to China for leisure and business.

Beyond investments, the government is also working with the tourism sector to develop “a pipeline of high quality and first-of-its-kind experiences” that will be launched in the coming years.

These include expansions at the Resorts World Sentosa to develop a Minions-themed zone at Universal Studios Singapore and an oceanarium that is significantly larger than the existing SEA Aquarium.

Sentosa will also get a new attraction called the Sensoryscape. Connecting Resorts World Sentosa and Sentosa’s beaches, the pathway will feature “multi-sensorial gardens” with digital light art displays at night, said Mr Tan.   The 30,000 sqm pathway, first announced in 2019, is part of a master plan to transform Sentosa and nearby Pulau Brani into a game-changing leisure and tourism spot in the next two to three decades. The iconic Merlion statue on Sentosa island was closed that year to make way for the new development.

The Sensoryscape will be soft launched this month.   Altogether, these new experiences will help to strengthen Singapore’s appeal as a “compelling destination”, Mr Tan said.

Taylor Swift effect: Singapore hotels, airlines see up to 30% spike in regional demand for 6 sell-out shows

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What industry does your organization fall within, what best describes the key intent of the project that your organisation is seeking funding for, is your organisation a singapore-registered legal entity, is your organisation an association, is the project able to achieve one or more of the following outcome.

• Increase no. of sailings to/from Singapore
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In the business of fun: meet the people who help shape singapore’s tourism infrastructure, with strong organisational support and job rotation opportunities, these singapore tourism board employees develop critical skill sets on the job as they transform the country into an even more attractive destination.

Behind the ultra-stylish integrated resorts that are firm favourites among tourists, the sprawling Singapore Expo that plays host to some of the largest events in the region, and the Marina Bay Cruise Centre Singapore (MBCCS), one of the largest and most uniquely designed cruise terminals in South-east Asia, is a team that ensures these are not only operating at peak condition at all times, but also plans years into the future to shape Singapore’s physical tourism landscape. 

Meet the Infrastructure Planning and Management (IPM) division of the Singapore Tourism Board (STB), which oversees the operations and development of Cruise and meetings, incentives, conferences and exhibitions (MICE) infrastructure, as well as the two integrated resorts. 

Stepping out of her comfort zone to broaden her expertise in cruise infrastructure 

In her decade-long career with STB, Ms Poline Lim, 33, has undertaken different facets of the statutory board’s work, from enhancing visitor experience through technology to attracting best-in-class association conventions and a secondment to the Ministry of Trade and Industry (MTI). These opportunities enabled her to develop a broad spectrum of skill sets and insights to both leisure and business tourism.  

She took on her current Cruise infrastructure portfolio at the IPM division in 2022. As the Assistant Director of the IPM (Cruise) team, she delved into engineering and construction related work for the first time, which pushed her out of her comfort zone. 

In her role overseeing the MBCCS, Ms Lim leads a five-member team that deals with a wide range of responsibilities. From maintaining the physical infrastructure of the facility to working with the appointed cruise terminal operator to ensure smooth daily cruise operations, her team’s work is crucial to the success of the terminal. 

With Singapore's cruise sector posting a record 2 million passengers with more than 340 ship calls in 2023, the team’s primary focus is to maintain the MBCCS as a world-class terminal that can adapt to the ever-evolving needs of cruise lines while also planning ahead for the growth of the cruise industry.

“I’m not an engineer so it was challenging at the start but also very fulfilling,” she says, referring to the technical conversations about terminal structures, ship specifications, and marine navigation that have now become a part of her daily work. 

She credits her ability to navigate these uncharted waters to two factors: A strong team of specialists who are trained in engineering and construction-related fields, and close collaboration with other government agencies including JTC Corporation, Maritime and Port Authority of Singapore and Urban Redevelopment Authority.

“It may sound like a cliche but every day is a learning experience with this team. Leveraging the expertise of my team and other agencies, I am able to learn and appreciate the technicalities involved in my work to make informed recommendations on the planning of our cruise infrastructure,” says Ms Lim, who has also attended courses in facility management and land use planning with her team to strengthen her capabilities. 

Ms Lim’s team is already looking ahead to 2050, having started preliminary discussions on supporting infrastructure required to help the cruise industry reach its net-zero emissions goal. 

Gaining experience and confidence to elevate Singapore’s MICE scene 

Like Ms Lim, Mr Bryan Law has benefited greatly from on-the-job learning. Combined with various job rotation opportunities, the 34-year-old has been fully exposed to different behind-the-scenes functions of the tourism industry.

Before joining STB as a full-time staff within the Integrated Resorts team in 2017, Mr Law gained valuable experience through internships with the Visitor Experience Centre, Formula 1 (F1) and Sports Business and Partnership divisions. These provided him with insights into both visitor-facing and industry-related aspects of STB’s work. 

While he has always been passionate about tourism, having pursued his tertiary education in Leisure and Resort Management, Mr Law initially felt a bit uncertain in navigating policy matters related to the industry, such as manpower and land issues. However, he credits STB’s strong mentorship culture, where experienced colleagues readily share their knowledge and guide newer team members. This supportive environment, coupled with ample opportunities for cross-functional collaboration, has been instrumental in his professional growth. 

“Once I had built up the confidence, I was able to keep up with the pace of work and contribute in a bigger way towards my team and the organisation,” he says. 

During his earlier stint as a Senior Manager with the IPM (Integrated Resorts) team, Mr Law took up career development opportunities within the board, which included a short stint with the Exhibitions & Conferences team which oversees the growth of large-scale business events in Singapore. This was instrumental when he was later promoted to Assistant Director of IPM (MICE). 

As portfolio lead, he oversees the ongoing management and maintenance of Singapore Expo, the country’s largest MICE venue, while also working with privately-owned MICE facilities such as the Suntec Exhibition & Convention Centre, in an effort to maintain Singapore’s position as a top MICE destination of choice within the region.

He has also led the team to work with Singapore Expo to introduce leisure offerings, such as new food and beverage options, a sports hall as well as an entertainment facility, to enhance its attractiveness as a MICE venue. 

Looking ahead, Mr Law’s team is focused on ensuring all six purpose-built MICE venues in Singapore, including Raffles City Convention Centre, Resorts World Convention Centre and Sands Expo & Convention Centre, obtain internationally or nationally recognised sustainability certifications (or both) by 2025. An example of this is working with Singapore Expo to install Singapore’s largest single-site solar rooftop that generates renewable energy to power the venue’s operations. 

This initiative is a part of the MICE Sustainability Roadmap, an initiative by STB and the Singapore Association of Convention & Exhibition Organisers & Suppliers which aims to raise sustainability standards across Singapore’s MICE industry over the next few years. 

Finding fulfilment through diverse roles and job rotations 

Another key member of STB’s IPM team developing the country’s tourism offerings is Mr Darren Leow, 36, an Assistant Director with the IPM (Integrated Resorts) team.

His journey at STB has been marked by exposure to diverse roles and opportunities, which has contributed to his professional growth and given him a comprehensive understanding of the organisation’s multifaceted work. This includes an overseas posting to the STB regional office in Mumbai, India, and a secondment to MTI, and roles in international relations, business development and data analytics.

These rotations, he says, have given him a “sense of fulfilment”, enabling him to develop different skill sets and providing him with an in-depth knowledge of STB’s broad scope of work. 

“Because our work encompasses regulator, developer, policymaker, marketer and other roles, there’s always something new to try and learn from,” he explains.

Drawing from his wealth of experience, Mr Leow brings valuable insights to his role in the IPM (Integrated Resorts) team. He has a hand in a range of matters related to food and beverage, hotels, attractions, retail and entertainment within Singapore’s two integrated resorts, Marina Bay Sands (MBS) and Resorts World Sentosa (RWS). 

His role also involves government policy and stakeholder management, allowing him to leverage his diverse experience at STB. This is further enhanced by STB’s leadership culture, which fosters an environment where individuals are encouraged to take ownership, collaborate effectively, make sound decisions autonomously when needed and inspire others through their actions. 

Currently, his team is working closely with MBS and RWS on their respective expansions that will enrich Singapore’s tourism offerings and enhance the integrated resorts’ vibrancy and tourism appeal. 

The new world-class tourism facilities and attractions will include a 15,000-seater state-of-the-art entertainment arena and an iconic, luxury all-suite hotel at MBS with a rooftop public attraction, as well as a new waterfront lifestyle complex, Illumination’s Minion Land and Super Nintendo World at Universal Studios Singapore in RWS. 

To gain inspiration for enhancing Singapore’s integrated resort offerings and to ensure that they stay ahead of the competition, he has undertaken study trips with his team to other world-class tourism destinations, such as Las Vegas, where he had the opportunity to experience the newly opened Sphere entertainment arena. 

For Mr Leow, working at STB offers not only the immense satisfaction of shaping Singapore’s physical landscape to make it a more attractive destination but also an unexpected perk: Witnessing the behind-the-scenes planning of new lifestyle offerings and events at the two integrated resorts. 

Besides these tangible benefits, he values the strong sense of unity and shared mission at STB. This dedication to promoting Singapore as a world-class destination has fostered a strong sense of camaraderie among colleagues and an “all hands on deck” attitude towards supporting STB initiatives and events. 

This commitment is evident in the way STB staff are always ready to contribute, from volunteering to run marquee events like the Formula 1 Singapore Airlines Singapore Grand Prix to taking part in company-wide team bonding initiatives.

As Mr Leow puts it, “STB is a place where staff bring their whole selves to work – with all of our interests and energy. After all, we are in the business of fun, and passion is our brand.” 

Find out more about careers with STB here.

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• Aug 16, 2022

5 Controversial Ads That Didn’t Sit Well with Singaporeans

There are a whole lot of things that can go wrong in the marketing space. And over the last decade, Singapore’s marketing industry has unleashed some of the most interesting marketing campaigns. While some were impressionable, others were shocking and cringe-inducing, to say the least.

So, here we are with 5 controversial Singaporean advertisements that garnered diverse opinions and divided netizens into two camps.

1. Circles.Life: Data Deprivation

In 2017, Singapore-based multinational mobile virtual network operator Circles.Life came under a lot of flak for the visual style and the tone that it took for this commercial.

The language style closely resembled the campaigns by humanitarian aid organizations that raise awareness towards social causes like poverty. Many saw the ad as insensitive and dismissive of real global issues, especially when juxtaposed with what can clearly be considered a first-world problem.

This reminded me of this commercial by Miracle Mattress that tried to milk the 9/11 tragedy.

Dear marketers, such tactics seldom work!

2. Singapore Tourism Board: Surprise in Singapore

Singapore received global spotlights for this commercial in 2014, but definitely not in a good way.

The ad became a subject of ridicule across social media channels, which prompted the Singapore Tourism Board to pull the video from its YouTube channel. Fortunately, other users had managed to download it and reposted this ‘gem’ on their channels. The poor dubbing, banal soundtrack, and air-headed lines of this commercial should serve as a case study for what you shouldn’t be doing in your ads.

3. Burger King: Super Seven Incher

Back in 2009, Burger King came up with its new sandwich offering called the “Super Seven Incher”.

To promote the new product, a local ad agency produced an outdoor ad, which received a lot of attention but was accompanied by a barrage of criticism. The ad came under a lot of flak for its use of sexual codes to sell the product.

Honestly, it sounds like a porn title, so it’s no surprise why people acted this way.

4. I Love Children: Early Parenthood

The City Hall MRT was plastered with cartoons advocating early parenthood in 2016. The cartoons depicted sperm and eggs in activities together such as rowing a boat or playing darts.

The campaign used slogans like “Fertility is a gift with an expiry date” and “Women are born with a finite number of eggs”. Therefore, it was hardly a surprise that the campaign was called out for scaremongering and was accused of being insensitive towards infertile women and others who had experienced miscarriages.

5. E-Pay: Brown Face

In 2019, E-Pay found itself embroiled in a “brownface” controversy after an ethnically Chinese actor darkened his skin to portray characters of different races.

The ad, which is a part of the government’s initiative to promote electronic payments, features actor Dennis Chew dressed as four characters, including what appears like a Malay woman wearing a headscarf. The ad has since been taken down.

Wrapping Up

Singaporeans are some of the most pleasant people that I have come across. And if your ad still manages to piss them off, then it must be absolutely terrible, which is well-demonstrated by the advertisements mentioned in this blog.

If you are a budding marketer, make sure to keep these ads in your mind to ensure that your ad doesn’t disappoint your audience as these did.

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