Singapore Tourism Board rebrands tagline Uniquely Singapore to YourSingapore

The rebranding initiative comes 10 months after STB completed a high profile pitch process that saw the appointment of BBH, MEC and XM Asia as its global creative, media and digital agencies.

Talking to Media, Ken Low assistant chief executive of STB's marketing group said that logo and tagline was a result of eight months of research and brain storming between STB and its agencies. "We were very excited about another concept but our research showed that our target audience in some key markets could not understand it. YourSingapore is simple and inviting and can be understood everywhere."

A press statement from STB said that "YourSingapore" articulates the uniqueness and captures what travellers seek – a personal travel experience."  

According to the statement, the marketing campaign launched by Singapore Tourism Board has taken a "holistic digital approach" and consists of a new website, significant investment into search marketing, blogger engagement, mobile, social media and travel e-commerce.

In a press statement, Low said that the YourSingapore tagline is a natural evoultion of Uniquely Singapore branding. He also said that in order to differentiate Singapore from a crowded destination marketing, STB has to "embrace global trends and shift in media consumption" and that is the primary reason why STB has put digital at the heart of its marketing communications.

He emphasised that the government body will continue to use traditional media in its communications but "it will play a more specific role to emotionally engage our audience and drive visitors to our digital platforms."

In addition to the new website and logo, the YourSingapore Living Logo will be revealed to the public locally in a series of five seconds blips featured in Mediacorp stations. Living Logo is a digital logo that never stops moving and captures a myriad of themes related to Singapore on a digital platform.

In certain markets outside of Singapore two different TVC's will be shown. The commercials show Singapore from two people's point of view – a 35 year-old man and a young boy - both telling the story of how much they can do in Singapore and how easy it is to do it.