The National Arts Council (NAC) has partnered with Singapore Tourism Board (STB) to launch Be Drawn In, a new film flaunting the vibrancy and colour that live within the walls of Singapore while showcasing the city's diverse precincts.
The film is part of the SingapoReimagine and #SGCultureAnywhere campaigns, which aim to excite and invite international audiences to connect with the different sides of Singapore and uncover new possibilities. The campaign also aims to encourage the discovery of Singapore through its arts and heritage - this time showcasing the multiculturalism and diversity that Singapore has to offer. In response to MARKETING-INTERACTIVE, a spokesperson from STB said that the film will run across all STB's main channels, including Youtube, Facebook, Instagram, and TikTok.
Be Drawn In features over 30 local dancers performing at various artistic locations across the city; from murals in Chinatown and Little India, to the bright bold colours of the historic House of Tan Teng Niah and the electric atmosphere along Bussorah Street. Each location is paired with a different style of dance to complement the theme of the location. The dance routine was managed by local dance company O School, and feature styles such as hip hop, street jazz and contemporary.
Serene Lim, director (performing arts) at NAC said that the film is the second instalment of a trilogy of dance films that it hopes will inspire everyone to explore the many hidden gems of Singapore. “This piece celebrates the beauty of rhythm and movement in visual synchronicity through dance, and shows how the arts can be captivating, fun and uplifting. Our partnership with the Singapore Tourism Board that resulted in this series will add to the diversity and vibrancy of our arts landscape, made possible by our artists," she added.
Titled Dance to a New Beat, the first film featured dancers from the Singapore Dance Theatre performing across prominent landmarks in Singapore, to music by the Singapore Symphony Orchestra. The film aimed to share messages of inspiration, hope and solidarity across borders. It bolstered awareness of "Destination Singapore" set against a myriad of arts and cultural offerings, accessible to both domestic and international audiences amidst the current global conditions.
Georgina Koh, director, digital and content at STB said that the arts community plays an important role in Singapore’s tourism sector; inspiring new possibilities and a greater appreciation for the city. “In particular, our vibrant arts scene and our colourful neighbourhoods are a perfect match. Through our long-standing collaboration with the National Arts Council, we hope to showcase more of our destination to global audiences, while inspiring greater interest and engagement in Singapore's arts," she added.
According to Pete Callaghan, creative director TBWA\Singapore, which worked with NAC and STB to curate the film, Be Drawn In ignites travel inspiration in a unique and energetic way, drawing people in by highlighting the breadth of art that is hidden around Singapore. The film also provided a global stage for local dancers to showcase the talent, enthusiasm, and appreciation for the performing arts scene in Singapore, Callaghan added.
MARKETING-INTERACTIVE also recently spoke to Lynette Pang, STB’s assistant chief executive (marketing group), who shared STB's marketing outlook for 2022. Pang said STB will launch localised, market-specific SingapoReimagine campaigns to better cater to market nuances highlighting reimagined offerings in the areas of safety, technology, experiences and sustainability. The campaigns will be done in collaboration with key in-market media and trade partners, as well as prominent and popular influencers, to drive anticipation for travel to Singapore. STB will also partner with international media titles - such as the Financial Times, VICE and BuzzFeed - to roll out a series of stories and content to drive awareness of Singapore in global markets; leveraging its partners’ networks for more reach and their network of key influencers for authentic storytelling.
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