JJ’s the face for STB’s new campaign in China

A new Tourism Ambassador, a fresh advertising campaign tagline and a tactical summer campaign – these are some of the initiatives the Singapore Tourism Board is rolling out in Greater China to promote Singapore as a holiday destination and more.

At a press conference in Shanghai, the STB announced the appointment of popular Singapore artiste Li Junjie (林俊杰), or JJ as he is known to fans, a new advertising  campaign tagline – “Endless Fun – Beyond Words” and a new summer campaign, ‘100 Summers Singapore’.

JJ replaces Ah-Do (阿杜) who, for the last two years, has built awareness of the previous campaign tagline “Uniquely Singapore – Three Days Not Enough” (非常新加坡, 三天还不够). He will appear in the STB’s new television commercials and print advertisements for the Greater China market, as well as in various promotion activities.

Besides being known for his own works, JJ has also composed popular hits for various artistes including Taiwan’s Ah Mei (张惠妹) and boy band Comic Boyz (可米小子).

Mr Edmund Chua, STB’s Regional Director for Greater China, cited JJ’s rapidly rising popularity in Asia, as well as his energetic and approachable nature, as the reasons for the choice.

He said that JJ would help to inject elements of health and vitality, and being fashionable and trendy into Singapore’s image as a destination.

On the new campaign tagline, “Endless Fun – Beyond Words”, Mr Chua said,  “Singapore is like a book. If we say that the intention of our previous tagline ‘Three Days Not Enough’ was to entice people to read the book, then the intent of the new tagline ‘Endless Fun, Beyond Words’ is to encourage people to appreciate the depth and breadth of the book.

“China is Singapore’s second largest visitor-generating market, and we are constantly looking into ways to enrich our tourism products to deliver enriching, personal experiences to our visitors.”

On the new ‘100 Summers Singapore’ (乐享狮城100夏) campaign, Mr Chua said he hoped that all visitors to Singapore will find their experience uniquely “100-marks” and simply “beyond words”.