Singapore

More home-grown talents to be used in tourism campaign

This article is more than 12 months old

Eighty home-grown talents will feature in short films and promotional events overseas as part of the Singapore Tourism Board's (STB) second wave of marketing activities under the Passion Made Possible brand.

The brand targets tourists based on lifestyle interests, categorising them into "tribes" like foodies and explorers.

Three new tribes - culture shaper, socialiser and action seeker - were launched yesterday to showcase Singapore's arts and culture, nightlife and entertainment, and adrenaline-filled activities on offer.

Activities will kick off in 16 markets worldwide, including the US, Japan and Germany.

A pop-up art showcase, tapping on augmented reality technology and featuring the works of seven local artists, will also make an appearance in countries such as Russia and India.

Since its launch last August, the Passion Made Possible brand has had an audience reach of more than 555 million and close to 300 million video views, the STB said at yesterday's event at the Arts House.

At home, the STB also plans to get Singaporeans involved by sharing stories of everyday heroes. - THE STRAITS TIMES

TOURISM & TRAVEL