Singapore Tourism Board’s new campaign casts the spotlight on the country as a culinary destination

The Singapore Tourism Board (STB) lately launched the Made in Singapore (MIS) international positioning marketing campaign that cements Singapore’s standing as a Culinary Capital and meals haven by the medium of tune.

The social-first marketing campaign showcases Singapore’s vibrant, various and modern culinary panorama to a world viewers, aiming to spice up consciousness, rekindle curiosity, and drive demand. It invitations guests to expertise Singapore’s distinctive gastronomic choices.

Created with BBH Singapore, Zenith Media, and Digitas of The Shophouse @ Publicis, this new marketing campaign goals to showcase Singapore’s dynamic and various culinary panorama, concentrating on travellers from key markets together with Australia, the US, Indonesia, India, and China who’re adventurous and desirous to increase their palates.

What do I eat first?

It begins with a 30-second video, with a tune titled “What Do I Eat First?”, that includes widespread native artist Paddy Ong, the lead vocalist of one in every of Singapore’s indie-pop bands Membership Gentle, and written and composed by audio manufacturing home FVSE.

The catchy unique tune captures the problem of being spoilt for alternative with meals in Singapore, posing the query, “What do I eat first?”

The tune’s infectious rhythms mix with vibrant visuals to take audiences on a culinary journey by Singapore’s wealthy culinary tapestry, from conventional native favourites to cutting-edge fusion delicacies.

From the top of January 2025, STB may also launch a sequence of video property on its Go to Singapore social media accounts. These will proceed to highlight Singapore’s distinctive interpretation of culinary developments worldwide, similar to ‘Mukbang’ or ‘Espresso Tradition’. 

This marketing campaign is a part of a sequence of worldwide activations from STB and The Shophouse @ Publicis extending its grasp model marketing campaign, “Made in Singapore”. Publicis Groupe Singapore was first appointed by STB in January 2022, after The Shophouse @ Publicis was assembled to answer built-in briefs as a consortium. This multi-disciplinary answer incorporates best-in-class inventive (BBH), media (Zenith Media), digital, knowledge (Digitas) and manufacturing (Prodigious).

Get it in your socials

Working on Fb, YouTube, TikTok, and Instagram, the 30-second introductory video may also be adopted by a number of 15-second social clips showcasing completely different aspects of Singapore’s culinary scene. Crafted in partnership with Ample Productions, and content material creator Thomas Goh, the sequence of movies captures the sensory expertise of being overwhelmed by the sheer selection on supply in Singapore.

Kenneth Lim, assistant chief government for STB’s advertising group remarked: “In at the moment’s social-first setting, content material creators wield important energy in creating consciousness and shaping perceptions. Recognising this, our marketing campaign harnesses their attain to place Singapore as a world Culinary Capital, inspiring foodies to discover our countless potentialities curated by each homegrown and worldwide culinary abilities. Their ardour and dedication to pushing cultural and artistic boundaries proceed to counterpoint our vibrant meals scene. By means of this strategy, we purpose to drive higher consciousness of Singapore’s various meals and beverage choices, by inviting foodies to discover and share their culinary discoveries.”

The movies are additionally accompanied by easy-to-use templates from TikTok’s CapCut and Instagram Reels, which can permit content material creators to create their very own user-generated content material (UGC) utilizing the tune as a soundtrack for his or her culinary adventures in Singapore.

In accordance with BBH Singapore government inventive director Khairul Mondzi: “Social media platforms and UGC have reworked the way in which meals developments develop, giving everybody the flexibility to share their eating experiences, opinions, and recipes. This democratisation of meals content material shapes fashionable consuming habits and brings culinary tradition into the each day lives of thousands and thousands. By means of the marketing campaign, we purpose to affix this dialog by showcasing Singapore’s dynamic meals scene in a manner that naturally resonates with how individuals have interaction with and create meals content material. This strategy not solely spotlights Singapore’s culinary variety but in addition seamlessly integrates it into the broader international meals panorama.”