You might have seen artist Charlie Puth’s shout-out to Singapore Tourism Board’s (STB) beloved mascot Merli on Instagram making headlines recently. Turns out, the star is in Singapore as part of STB’s partnership with Warner Music Singapore. As part of the collaboration for the SingapoReimagine campaign, Puth will be showcasing Singapore’s destination offerings.
The international recovery campaign aims to welcome back travellers to realise their passion for travel through fresh and innovative experiences in Singapore. The collaboration, which will culminate in a video being released in October this year, features Puth's travels around the city.
The star will reimagine Singapore up-close and personal through his musical lens as he converses and shares his experiences, while exploring the different sights and sounds, from iconic spots to hidden gems. The partnership, which is Puth's first-ever collaboration with a tourism destination, and includes a private showcase for invited guests at Singapore’s iconic Raffles Hotel.
“This is my third time in Singapore, and each time there’s something new to learn and discover. But this visit is extra special because I’m using the details of everyday life in this city to tell a story through music. Singapore is full of colours and unique sounds at every turn. That’s what makes it so fascinating, and that’s what inspires me when I make music,” said Puth, who is back in Singapore after four years to promote his latest album, CHARLIE, due 7 October via Atlantic Records.
Discovering all Singapore has to offer, the star’s one-week trip included Here Is SG, the latest photo-worthy spot and interactive space at Marina Bay waterfront promenade, as well as Long Bar at Raffles Hotel which is home to the national cocktail Singapore Sling. Puth also explored lesser-known locations such as The Projector, a historic movie theatre turned independent creative platform; Joo Chiat, with its eclectic mix of offerings including home- two grown favourites such as Chin Mee Chin and local brand, Onlewo; and Offtrack, a concept bar for music and culture enthusiasts.
Choo Huei Miin, director, brand, STB, said: “The sights and sounds of our city are a great match with Puth’s passion and creativity. We were thrilled that Charlie chose Singapore as the only destination in Asia for his album promo, giving us the opportunity to work with Warner Music to showcase our diverse offerings through his talent.”
Choo added that as international travel recovers, such creative collaborations help in reaching a global audience and position Singapore as a must-visit destination that offers unlimited possibilities.
Gerald Ang, managing director, Warner Music Singapore, said, “It’s a privilege to have a global superstar such as Charlie Puth play such an integral part of STB’s SingapoReimagine campaign. His musical talent and boundless creativity come together perfectly to bring the Singapore experience to his fans in an authentic and imaginative way.”
The campaign will launch across STB and Charlie Puth’s social media platforms in October.
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