Brand Singapore: Capturing the spirit of a nation

• Main Authors: REDDY, Srinivas K., Chan, Chi Wei
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Nation branding; Marketing; Advertising; Tourism; Stakeholder management; Competitive positioning; Asian Studies; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/418; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-22-BATCH%20%5BPDF-Pic%5D/SMU-22-0009%20%5BSTB%5D/SMU-22-0009%20%5BSTB%5D.pdf?CT=1652771315921&OR=ItemsView
• Institution: Singapore Management University

The Singapore Tourism Board (STB) had been working on a new brand campaign to attract visitors to Singapore. However, instead of highlighting the country’s attractions and listing the reasons why it would be a good destination, they wanted to roll out a different kind of campaign that would resonate...