Tiger Balm's new sub-brand targets sports arena

Created by UP BrandBuzz, the TV and print campaign targets the country’s sports arena. The media agency is Maxus Singapore, the PR agency is Fulford PR.

To support the government’s efforts to raise the interest and standard of sports amongst its citizens, the campaign will endorse and support several activities in the coming months including the Standard Chartered Marathon 2011.

A Facebook contest for Singapore launched yesterday (6 September), encouraging all enthusiastic runners to submit a video that embodies the spirit of sports to participate in the prestigious race and represent the brand.

Whoever submits the best video will receive athletic testing and training by a team of sports specialists in preparation for the race itself.

The judging panel comprises David Voth of Singapore Sports Council and SCMS 2011 organising committee; Ben Pulham, co-founder and managing director of Racer’s Toolbox and Jasmin Hong, deputy general manager of Haw Par Healthcare Ltd.

Tiger Balm ACTIVE was also named as the official muscle rub of the Standard Chartered Marathon Singapore 2011, and it will continue to support a selection of races across the country before end of the year.

Having kicked off their support at the King of the Road event held on 29 August, the brand will provide a complimentary post event ‘rub down’ massage service to participants of the Yellow Ribbon Prison Run (September), the CSC Reservoir Run (October), The North Face 100 (October), the Vertical Marathon (November) and Standard Chartered Marathon Singapore (December).

“We are delighted that Tiger Balm has launched a new sub brand to cater for Singapore’s new generation of active individuals,” David Voth, senior director, sports business at SSC, and vice-chairman at SCMS 2011 organising committee, said.

“The Standard Chartered Marathon Singapore has become Singapore’s marquee running event, aiming to provide runners with the support they require to help them achieve their personal best on race day and beyond. With Tiger Balm’s® professional expertise and guidance on muscle recovery via their new Tiger Balm® ACTIVE product range, we go one step further in enabling our runners to further enhance their performance in an effective manner.”

In a partnership with its German operation, the brand will offer one qualified Singaporean or permanent resident the chance to join ‘Team Tiger Balm’ at the New York Marathon in November 2011.

‘Team Tiger Balm’ in Germany is a nationwide initiative launched to identify and train five selected sportsmen over four different terrains and marathons in Europe culminating at the world famous New York Marathon in 2011.