Come and make it YourSingapore

In March, YourSingapore went global and excitement and support greeted our launch everywhere we went, from Kuala Lumpur, Beijing and Berlin to New York City, despite some “mixed” press reports in the domestic English press here. But overall, customers and trade worldwide are telling us that this is the right path to take. Many have called it “refreshing”, “innovative”, “speaks to the audience of today”, “bold and daring”, “overwhelming”, as well as “in tune with the iPod/Apple generation”

What we have done with “YourSingapore” is put the visitor at the core of everything we do. We have moved from the previous "descriptive destination" mode to something that speaks directly to and about the visitor.

We have done this because only Singapore can do it. And in an increasingly competitive and fragmented world, it is imperative we differentiate our destination experience and the way we communicate with our customers.

“YourSingapore” tells the visitor how easy it is to make our city theirs. We have so much to do and so much to see in such a compact, efficient, reliable environment that really, anyone can make Singapore their own.

I was on a radio programme last month, discussing YourSingapore, when a Singaporean caller phoned in and said that the new branding had caused made her friend from China to see Singapore in a different way. Previously, the friend had thought Singapore was only good for a half-day visit and now she’s got a different perception and will spend a number of days instead, because of the message contained in YourSingapore.

That’s the kind of conversion we want – to change perceptions, to make Singapore personal for every visitor and for them to customize their own experience.

It is this that continues to set us apart from other destinations, and it is this unique experience that allows all to make it  "YourSingapore".

Sincerely,
Ken Low
Assistant Chief Executive
Marketing Group