The Singapore Tourism Board (STB) has unveiled a new film as part of its “Passion Made Possible” global campaign. Featuring young athletes as an integral part of its marketing efforts, the video is centred on the Action Seekers passion tribe.
The Action Seekers passion tribe aims to target a group of potential visitors who love adventure and sports by showcasing the involvement of these young athletes. It also looks to showcase how Action Seekers can fulfil their passions in Singapore.
The film features acclaimed home-grown athletes such as wakeboarder Sasha Christian, mixed martial arts fighter May Ooi, indoor skydiving World Cup champion Kyra Poh and head coach, Youth, Football Association of Singapore, Fandi Ahmad. It also shines the spotlight on the range of sporting activities in Singapore, such as go-karting, skating, wakeboarding, as well as sporting events such as the annual Formula 1 Singapore Grand Prix and HSBC Singapore Rugby Sevens. STB did not share details on the marketing spend.
STB worked with TBWA for creative, while Zenith handled the media duties. Watch the spot here:
“Children embody the spirit of Action Seekers – they are fearless, determined, passionate, young and yet capable of greatness. STB is featuring them in our campaign, to bring across the spiritedness of the Action Seekers through the myriad thrills and possibilities Singapore offers,” Lim Shoo Ling, director, brand, STB said.
“We are further telling the Action Seeker story by profiling our home-grown sporting personalities, who have persevered and defied the odds to realise their passions, while also highlighting the range of experiences and events that Action Seekers can discover in Singapore," she added.
In addition to its film, STB is also launching a new video series called the Tiny Trainers Tutorial. These videos feature top international athletes trying out new sporting endeavours under the tutelage of Singapore’s young sports stars. This series aims to inspire visitors of all ages to pursue their passions for action and adventure.
There are currently two videos in the series, through which viewers can watch former WTA tennis player Martina Hingis learning fun-karting from 12-year-old Singaporean kart-racer Christian Ho, and Olympic & Asian Games gold medallist Joseph Schooling taking indoor skydiving lessons from nine-year-old Vera Poh and Kai Minejima-Lee. Viewers can look forward to watching some unexpected but light-hearted moments captured in the videos.
The Action Seeker campaign also highlights the individual Passion Made Possible stories of Singapore’s Action Seekers. Action Seekers Kyra Poh and Choo Yi Xuan, who make up Team Firefly, star in an Action Seeker itinerary film by STB. Kyra lends her voice to narrate the film, giving visitors an insider’s peek at her favourite haunts for adventure and action in Singapore.
According to STB, the Action Seeker campaign is not just about traditional sports, but also about recognising the rapidly expanding professional e-sports industry. One of the brand personalities featured by STB is esports athlete Ho Kun Xian, or Xian, as he is widely known. The video sheds light on how Xian pursued his childhood passion for arcade games to emerge as one of the world’s top Street Fighter players, flying Singapore’s flag high on the world stage.
The Action Seeker tribe film will be distributed through both broadcast and online media, while the Tiny Trainers tutorial videos, and other Action Seeker brand personality videos will be featured on social media platforms in STB’s key overseas markets.
Meanwhile in August last year, STB launched the second phase for its “Passion Made Possible” global campaign. This time round, the campaign will be released in 16 markets worldwide including Australia. Through marketing campaigns, consumer events and industry partnerships. This will be done via STB’s regional offices in markets such as Malaysia, Indonesia, Hong Kong, Japan, Thailand, China, Taiwan, Philippines, Vietnam, Germany, United Kingdom, South Korea, USA, Australia, India and Russia.
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