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Singapore's New Media BrandApril 6, 2010 By: Meagan Drillinger
Last week Singapore Tourism Board officially launched the new "YourSingapore" brand in New York City's Times Square.
YourSingapore builds on the equity gained by the six-year-old "Uniquely Singapore" campaign, while also addressing the changing media environment. YourSingapore concentrates on offerings which allows travelers to personalize their own Singapore experience.
The Tourism Board was joined by Matt Harding, the star of Visa's "Travel Happy" campaign. He encouraged the public to put on their dancing shoes and perform in front of a "green screen booth" in which they could have their videos taken with Singapore settings as the background.
“Whatever branding efforts we make in various markets have to be relevant to the individual market. We are launching the YourSingapore brand in New York with a mix of social media and augmented reality booths where people can take part and do their own personalised dance against the Singapore backdrop of their choice. This combination of the use of social media and “viral” marketing is how we think we can attract and relate to the Americas audience,” said STB regional director, Americas, Kershing Goh.
Photos and videos of participants are accessible at www.youtube.com/yoursingapore. The “Top 20” most viewed videos will then be posted on YourSingapore.com and will be shortlisted for voting. The video with the most votes will earn the lucky winner and a friend an all-expense-paid holiday to Singapore. One lucky voter will also be chosen to receive an all-expense paid trip for two to Singapore to enjoy the country’s lifestyle, culinary and travel experiences. The contest is open to all nationalities and the final results will be tallied on April 30.