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LOOK: Singapore’s Newest Campaign Features Filipino Creatives

The Singapore Tourism Board (STB) shines the spotlight on Lion City’s iconic and unique attractions in a new 3D billboard unveiled in Bonifacio Global City (BGC). The spot, titled “Made in Singapore”, kicks off STB’s latest campaign in the Philippines. The campaign will feature Filipino creatives and other exciting experiences to entice Filipino travelers to book their flights to Singapore. 

Made in Singapore

Terrence Voon, STB’s Executive Director for Southeast Asia, said: “In 2023, we welcomed over 692,000 Filipino visitors to Singapore, a strong 84% recovery to pre-COVID numbers. STB is excited to launch our ‘Made In Singapore’ campaign that showcases the range of extraordinary experiences found only in Singapore to our Filipino audiences. From architectural marvels, a world class food and retail scene, to off-the-beaten-path destinations, our lineup of activities aims to inspire Filipino travelers to book their flights to Singapore in search of one-of-a-kind adventures.  

Everyday Moments Made Extraordinary 

The “Made in Singapore” 3D billboard highlights three familiar moments that turn into truly memorable experiences in Singapore. In The Lion City, gardens – simple spaces for cultivating nature – are elevated into immersive experiences that showcase the splendor of horticulture like nowhere else in the world. 

Gardens by the Bay is a destination for nature lovers where captivating sights are always in bloom. Flora and fauna from around the world come together with state-of-the-art design and engineering to present the plant kingdom as a wonder that anyone can enjoy. 

When people think of “performance art”, the usual images that come to mind are conceptual acts held in closed venues. Despite being found far from theaters and museums, Chili Crab – one of Singapore’s most famous food offerings – is prepared with the same focus and passion one would expect from a performance artist. 

Chefs in hawker stalls across the country regularly wow their audiences through the act of bringing the meal together. The delicate dance of preparing ingredients turns up in intensity as the invigorating aroma of chili and garlic fill the air. It culminates with servings of crab drenched in a sauce that’s equal parts sweet, spicy, tangy, and truly delicious.  

Singapore also has plenty to offer shoppers in search of serious retail therapy. Alongside flagship stores of some of the biggest brands in the world, many shophouses – a prevalent building type in Singapore’s architectural heritage, are scattered across the city alongside tall skyscrapers. To this day, Shophouses don’t only provide residence, and many local establishments still utilize these spaces to peddle clothing, accessories, and other wares that can’t be found anywhere. Shopping in Singapore has then been redefined through the typical window-shopping experience.    

Perspectives. Made in Singapore 

Beyond captivating landmarks and delicious food, Singapore is a space that nurtures creativity and inspires passion at its core

To present new perspectives on traveling in Singapore, STB has partnered with creative couple Ralph Mendoza and Sam Potenciano. On their YouTube channel “Ralph and Sam”, Ralph, a photographer, and Sam, a vintage store owner, document their travels – showcasing unique epicurean and retail spots to be found in each destination they hit.

Sam Potenciano and Ralph Mendoza Singapore campaign

The opportunity to revisit carries sentimental value for Sam. Having previously lived in Singapore during her days as a student, coming back at a different stage in her life spells the possibility for new adventures in a place she used to call home.     

Connections. Made in Singapore 

From one creative to another, Singapore is likewise a place of inspiration for musicians. Known for his chart-topping hits PanoBinibini, and Gusto, STB is also partnering with renowned Filipino singer-songwriter, Zack Tabudlo of Republic Records Philippines. 

As he travels solo, Zack explores Singapore, taking in all that the city has to offer to inspire his next big hit. Be sure to watch out for this collaboration as it will surely stir up excitement for Zack’s upcoming release.

Jam Sessions. Made in Singapore 

With new perspectives come new experiences for families. Musicians and hosts of the hit podcast “Wake Up with Jim and Saab”, Saab Magalona-Bacarro and Jim Bacarro will be working in partnership with STB. 

Jim Bacarro & Saab Magalona-Bacarro Singapore campaign

Having been with their band Cheats for over 10 years, Jim and Saab know that one of the best feelings as musicians is when the whole group is in sync and able to go with the flow of wherever their performances take them. Married since 2015 and parents to their sons Pancho and Vito, Jim and Saab will be bringing their own rhythm to Singapore, seeking out family-friendly and date-night worthy spots. 

Beyond content creator partnerships, STB will also be launching a User-Generated Content (UGC) Contest with exciting prizes up for grabs. 

Ong Fang Xun (Ms), Area Director for STB Philippines, said: “Singapore is constantly evolving to create new experiences to delight travellers. By partnering with Ralph, Sam, Zack, Jim, Saab, and other creators, we are excited to showcase a different side of Singapore to our Filipino audience. We invite Filipinos to delve deeper and discover unique experiences of their own in Singapore.”

Catch all these activities happening throughout 2024. For more information, visit https://www.facebook.com/VisitSingaporeOfficial/