Singapore Tourism boss: Singaporeans don’t just care about flashy brands

Singapore Shiok moments

Singapore Shiok moments ad

The CEO of the Singapore Tourism Board has said that Singaporeans don’t just care about expensive, high-end brands as the STB rolls out a new campaign that celebrates the “authentic” local way of life in the citystate.

The campaign, created by BBH’s Singapore office, celebrates Singaporeans and the Singapore way of life and is part of the YourSingapore campaign.

“There is a misunderstanding that we only care about high-end brands, your Louis Vuittons and your Chanels,” STB’s newly appointed chief executive Lionel Yeo told the Straits Times today.

“But we’re also very proud of our local designers like Hansel and Ong Shunmugam,” he said.

STB appointed BBH, along with media agency MEC and digital agency XM, in 2009. BBH replaced Y&R, while MEC took on the account from Starcom.


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