Annex C: Singapore, Where Great Things Happen factsheet



Annex B

Singapore, Where Great Things Happen

The advertising campaign, “Singapore, Where Great Things Happen”, is an integral component of STB’s three-year marketing plan to entrench Singapore as a top-of-mind destination for business events.

Brand Vision:

• Exchange Capital of the World: A strong and dynamic business environment where people, technology and ideas converge to make great things happen.

Sub-Brand Positioning under ‘Uniquely Singapore’:

• The Uniquely Singapore Masterbrand positioning is “A unique blend from the best of modern world and rich cultures to deliver enriching experiences for the discerning visitor”.

• For the BTMICE sub-brand, the definitions of each of the key terms are as follow:

o Unique blend- A vibrant ecosystem where the convergence of people, technology and ideas becomes a catalyst to business success

o Enriching experiences- Enrichment and motivation for the BTMICE visitor in the form of successful business deals, expansion of business networks, exchange of ideas and knowledge, and the enhancement of human capital

o Discerning visitor- Business travellers who see BTMICE events as a means to achieve greater business results

• The concepts behind the campaign are derived from the BTMICE Group’s new value proposition that positions Singapore as much more than just a destination for business events. Instead, Singapore is an essential part of the value chain that delivers business success.

Advertisements Placement

• The global advertising campaign will be seen in pan-regional print media, pan-regional trade publications and print media in major overseas markets such as Europe, America, China, India and Japan.

BTMICE Ad Creatives:

• The campaign showcases Singapore as the MICE destination of choice where business visitors can derive great value from the robust exchange of ideas, business prospects and networking opportunities found only in Singapore.

• The focal ideas include:

a) Singapore’s connectivity to the world offering promising business opportunities

b) The presence of industry experts and thought leaders in Singapore which lead to idea and knowledge generation and exchange

c) Singapore’s vibrant landscape which provides enriching experiences.

• Key industry sectors which are featured in the ad creatives include: environmental technology, infocomm and media, aviation, biomedical sciences, and banking and finance.

• The ad creatives revolve around the campaign tagline, “Singapore, Where Great Things Happen”. In alignment with the Uniquely Singapore Masterbrand’s creative focus on Unique Personal Experience, refreshing and emotive human elements are used in the main visuals. This ‘emotive human element’ is balanced by business-focused headlines highlighting the value which Singapore adds to businesses in various industry clusters.

###

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download