Promoting Singapore through Discovery

Singapore - As part of a new initiative by Discovery Networks Asia and the Singapore Tourism Board (STB), to highlight Singapore's range of leisure offerings, Discovery Travel & Living's Globe Trekker host, Megan McCormick will appear on three 45-second vignettes.

"Megan embodies the essence and personality of our brand, Uniquely Singapore and using her as a personality to share her own experience of Singapore as a leisure destination is consistent with our brand campaign," Ken Low, assistant chief executive of brand and communications for STB said.

As for the vignettes, Low described the concept as showing that "Singapore is alive 24 hours a day, seven days a week" and that "each of the three vignettes will focus on different interests of the target visitor segments, but the overall message is that Singapore is an ideal leisure destination and visitors can look forward to enriching experiences as there is simply so much to do here," he said.

The campaign, which launched in late May will run until the end of the year, and also includes three 15-second factoids, the first of which launched on May 27 promoting the Great Singapore Sale. A second factoid is expected to launch for the Singapore Food Festival which is held in July. The factoids will highlight specific events in Singapore but will not be fronted by a host, and along with the vignettes will be seen on Discovery Travel & Living in Singapore, Hong Kong, Australia, Brunei, India, Indonesia, Japan, Malaysia, Maldives, Myanmar, Nepal, New Zealand, Pakistan, Papua New Guinea, the Philippines, Sri Lanka, Taiwan and Vietnam.

According to Low, partnering with Discovery Travel & Living allowed the campaign to "showcase the unique personal experiences that Singapore offers to visitors" as the "channel is marketed as a reliable travel reference guide for the modern traveller".

"This is a partnership between the STB and Discovery Networks Asia. STB collaborated with Discovery on the theme, concepts, message and selection of sites to be featured in the vignettes and factoids, while Discovery Networks Asia was involved in the production," he said.