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

The Singapore Tourism Board (STB) not too long ago launched the Made in Singapore (MIS) international positioning marketing campaign that cements Singapore’s standing as a Culinary Capital and meals haven by means of the medium of tune.

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

Created with BBH Singapore, Zenith Media, and Digitas of The Shophouse @ Publicis, this new marketing campaign goals to showcase Singapore’s dynamic and numerous culinary panorama, focusing on travellers from key markets together with Australia, the US, Indonesia, India, and China who’re adventurous and desperate to 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 fashionable 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 means of Singapore’s wealthy culinary tapestry, from conventional native favourites to cutting-edge fusion delicacies.

From the tip of January 2025, STB can even launch a collection of video property on its Go to Singapore social media accounts. These will proceed to highlight Singapore’s distinctive interpretation of culinary developments worldwide, corresponding to ‘Mukbang’ or ‘Espresso Tradition’. 

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

Get it in your socials

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

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

The movies are additionally accompanied by easy-to-use templates from TikTok’s CapCut and Instagram Reels, which is able to 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 response to BBH Singapore govt artistic 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, evaluations, and recipes. This democratisation of meals content material shapes fashionable consuming habits and brings culinary tradition into the every day lives of tens of millions. By means of the marketing campaign, we goal to hitch this dialog by showcasing Singapore’s dynamic meals scene in a means that naturally resonates with how individuals interact with and create meals content material. This strategy not solely spotlights Singapore’s culinary range but in addition seamlessly integrates it into the broader international meals panorama.”