Northstar

TRAVEL WEEKLY ASIA I T B A S I A S H O W D A I L I E S www.travelweekly-asia.com 12 17 OC TOBER 2018 SOUL IN SINGAPORE Singapore has been basking in a spate of good publicity from recent events that have helped bump up tourism arrivals, bringing it closer to its target of 18.1 million visitors for this year. While the recent media hype has shone a spotlight on Singapore's iconic tourism sights like its glitzy Marina Bay precinct and Sentosa Island, it is the country's niche and edgier aspects that are getting a push under Singapore Tourism Board's (STB) year- old marketing campaign, Passion Made Possible. In August, STB launched into a second phase of the campaign. Three broad categories — 'Arts and Culture', 'Music and Entertainment' and 'Sports' — were unveiled this year, completing the rollout of the campaign launched last August. Seven areas ranging from food to nature and shopping were earmarked for promotion in 16 overseas markets. STB Acting Chief Executive Melissa Ow revealed at the launch that campaign marketing efforts to date have reached over 555 million and attracted close to 300 million video views. "Over the past year, it has been gratifying to find the Passion Made Possible brand resonating well with domestic, international and trade audiences," said Lim By Naomi Neoh Subculture niches in music, entertainment, arts and sports get a big push with STB's year-old destination marketing campaign. Shoo Ling, brand director, STB. "Our storytelling approach to destination branding has been lauded for being refreshing and inspiring, and many have shared feedback that they enjoy the personal stories of Singaporeans and discovering a deeper side to Singapore as a destination." Among the 80 new faces A glimpse of the "secret" pop-up bars featuring local DJs at a media preview. Cai Yinzhou leads a group of visitors through Geylang's streets and alleyways. comprising Zouk and Phuture to award-winning bar Manhattan and "underground" clubs like Headquarters and speakeasy bar Operation Dagger. Beyond cult following The move to promote Singapore through its local music and entertainment "Over the past year, it has been gratifying to find the Passion Made Possible brand resonating well with domestic, international and trade audiences." – LIM SHOO LING, BRAND DIRECTOR, STB chosen to front the campaign this year is local filmmaker Jacky Lee, who has taken the creative reigns on a new short film, part of the brand rollout, that will showcase Singapore's entertainment and nightlife scene. To be featured are more than 20 spots ranging from evergreen establishments like mega-club complex WALK GEYLANG WITH CAI YINZHOU Go on a three-hour walking tour by Geylang Adventures. • Tour highlights include a visit to NGOs in the area, a temple, local business selling cultural products, migrant worker dormitories and shop house apartments. • Minimum of three to go, with groups as large as 60; two to three tours weekly. TOURISM UPTICK 10.9 million arrivals from January to July 2018, +7.4% YoY Projected 18.1 million arrivals (+4.0%) for 2018 Arrivals in 2017 reached a record 17.4 million (+6.2%) SOURCE: SINGAPORE TOURISM BOARD PHOT0 CREDIT: LESLIE KEE Nathan Hartono

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