The STB, or Singapore Tourism Board, is launching a revolutionary effort to spread the word about how magical Singapore is on a worldwide scale. A network of striking 3D out-of-home billboards is capturing the attention of people in big cities all over the globe, thanks to STB’s collaboration with creative agency BBH Singapore and marketing agency The Shophouse @ Publicis.
Discovering the True Nature of Singapore Through Surprising Marvelry
This groundbreaking campaign, “Made in Singapore,” captures the essence of STB’s “Passion Made Possible” destination brand. The 3D billboards provide a humorous and unusual take on famous Singaporean experiences. Whether you’re in the middle of Piccadilly Circus in London or the hustle and bustle of Times Square in New York City, these mesmerising displays highlight the nation’s diverse offers in an extraordinary way.
“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.”
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Elevating the Ordinary to the Extraordinary
By highlighting the life-changing effects of travel in Singapore, the STB aims to inspire a desire to see the world. Director of Brand for the Singapore Tourism Board Choo Huei Miin says, “Our aim was to capture the imagination of our travellers through transforming everyday moments into unique experiences Singapore has to offer to inspire travel.” The commercials use immersive 3D out-of-home billboards to support this claim.
The 3D billboards provide a sneak peek at the fascinating mosaic that awaits tourists visiting Singapore, from its lively culture and delicious food to its stunning natural scenery and futuristic cityscapes. In addition to showcasing Singapore’s best, this visually spectacular campaign promises consumers in important target markets once-in-a-lifetime experiences.
Check out the Singapore Tourism Board’s website to find out more and see the wonders of Singapore for yourself.
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