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STB reviews ‘YourSingapore’ positioning

No more?

No more?

The Singapore Tourism Board is reviewing its award-winning ‘YourSingapore’ brand platform just three years after it was introduced, Mumbrella understands.

The platform was created in 2010 by ad agency BBH, which lost the account to JWT after a statutory review involving more than 20 agencies three months ago.

Though effective – the campaign has helped visitor numbers rise from 9.7m to 14.4m during its lifetime – changes in the perception of the citystate at home and overseas have influenced political thinking around what brand Singapore means, according to sources.

The decision for how brand Singapore should be positioned goes right up to the upper echelons of government, with the final say made at a ministerial level.

If YourSingapore is scrapped, it will have existed for a shorter period of time than STB’s relationships with its media agency MEC and digital partner XM Asia.

STB had not commented on the review at the time of publishing.

YourSingapore replaced the Y&R-created ‘Uniquely Singapore’ line, which while also effective – visitor arrivals grew by 16.8 per cent in the five years it was used – received criticism for being vague and grammatically suspect.

The YourSingapore platform has centred on the digital portal YourSingapore.com, but the .com was later dropped from the slogan. It has spawned campaigns such as Shiok, Lyrical and Can you serve, which have won awards including at the Singapore effies.

STB hired BBH in 2009. The client was said to happy with the relationship and the agency’s creative output, but STB wanted a network with a broader geographical reach.

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