STB spotlights MICE events in SG with new global campaign

Singapore Tourism Board (STB) aims to solidify its reputation as a premier Meetings, Incentives, Conferences & Exhibitions (MICE) destination in a new global campaign that showcases how business events can create and leave a positive and lasting impact.

The campaign titled "World’s Best MICE City" was done in collaboration with BBH Singapore, Zenith Media, and Digitas of The Shophouse @ Publicis and features a launch film directed by Roslee Yusof.

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The film begins with two professionals who are faced with challenges such as finding a solution to a global food crisis and having a patient who has shown little progress in his ability to walk.

As the professionals embark on parallel journeys in Singapore to find answers, the film takes the audience through various MICE events that highlight Singapore’s infrastructure, vibrant business ecosystem and its commitment to innovation and sustainability.

Towards the end, the professionals are able to solve their challenges through by drawing inspiration and making connections from their experience in Singapore, showcasing the impact-driven approach to MICE events in Singapore.

“Each year Singapore hosts a vibrant calendar of MICE events, many of which facilitate meaningful conversations and collaborations to address the most pressing challenges of our world,” said Janson Choo, executive creative director at BBH Singapore, The Shophouse @ Publicis.

“We wanted to capture the emotional journey of delegates at these events, and how their experience in Singapore, enables them to create positive lasting impact, beyond Singapore,” he added.

Beyond the campaign film and social assets, the campaign will include in-market trade engagements and MICE travel tradeshows to showcase how Singapore delivers on every aspect of the MICE experience in key markets and regions such as China, Europe, Germany, Indonesia and the U.S.

The campaign is the first of six international campaigns slated for launch in the upcoming years and follows STB’s refreshed marketing approach in 2023 as it aims to enhance the narrative surrounding Singapore's appeal.

"World’s Best MICE City" also aligns with STB’s Passion Made Possible destination brand that celebrates the Singapore spirit of creating possibilities and making ordinary moments extraordinary, according to a statement by the agency.

While this campaign targets MICE delegates, STB recently invited citizens from around the world to experience the "quintessentially Singapore" by launching a series of 3D billboards in certain cities globally.

This comes as part of STB’s global campaign “Made in Singapore”, which aims to invite the world to Singapore and experience where the ordinary is made extraordinary. This also aligns with STB’s commitment to being a “Passion Made Possible” destination brand.

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