Americans to sell Singapore

Singapore - Singapore Tourism Board (STB) has launched an online consumer generated media (CGM) campaign conceptualised by Patroids Creative Works.

Working in tandem with STB Americas, the campaign is targeted specifically at the US market. The ad hoc project was handed to the agency early February after an intensive pitch and the campaign went public just last week.

The campaign rationale falls on the idea that visitors who have experienced Singapore would be the best brand advocates to pitch and promote the island-state to their fellow countrymen. Hence, internet savvy Americans who have visited Singapore have been invited to post their holiday pictures and videos on the website. Flickr and YouTube are also sources of content for the website.

Entitled Feel the Pulse, the CRM campaign is a first of its kind for STB and will last four months.