Nicole Scherzinger makes Singapore her runway in STB campaign

Singapore Tourism Board (STB) has partnered renowned artist and former member of The Pussycat Dolls Nicole Scherzinger to spotlight Singapore’s iconic attractions and experiences in a new video as part of its ‘Made in Singapore’ campaign launch in Europe.

In the video, Scherzinger aims to make Singapore her runway as she fiercely catwalks across the OCBC Skyway surrounded by the Supertrees at Gardens By The Bay, the connecting bridges at Haw Par Villa and the multisensory Sentosa Sensoryscape.

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“Nicole’s passion for travel and her curiosity for discovery resonates with our campaign and the ever-evolving vibrancy of our destination,” said Kershing Goh, regional director Europe, STB in a conversation with MARKETING-INTERACTIVE. 

“By partnering with her, we leveraged her impeccable style, confidence and versatility to transform the traditional sense of a runway to spotlight amazing and immersive corridors and alleyways of Singapore's attractions in an unexpected way, to inspire travel for Singapore,” added Goh.

The campaign was done in collaboration with STB Europe where Scherzinger also created content with two-Michelin starred celebrity chef Tom Kerridge as well as trending social media football personality Jeremy Lynch to showcase Singapore’s unique offerings.

Goh explained that the trio was chosen in consideration of the different segments of the target audiences that they reach in the United Kingdom and how they could provide their unique spin on the campaign.

“As global travel recovers, key influencers and celebrities play a pivotal role in amplifying our messages and provide extended reach to their fan bases to drive interest and talkability for destination Singapore,” said Goh.

As STB leverages the global trend of “set-jetting", where people travel to visit spots featured by celebrities or in shows or movies, STB Korea inked an MoU with Jam Republic to create K-pop content featuring Jam Republic’s artistes and develop opportunities to collaborate with K-pop labels and artistes.

It recently partnered with Jam Republic choreographers Bada Lee and Kirsten Dodgen on a food trip around Singapore where they tried Satay (meat skewers), a traditional Singapore breakfast with kaya toast and soft-boiled eggs and a chocolate workshop to name a few.

Dodge and Lee also collaborated with STB Korea on a dance choreography and music video which features places in Singapore such as The Atlas Bar, National Gallery Singapore and Gardens By The Bay.

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