Singapore Tourism Board targets Malaysia with native ad of ‘Top 10 things to do in Singapore’

Singapore’s tourism board is targeting Malaysia with a native ad running on newspaper The Star’s website.

The article, headlined ‘Let’s plan your next getaway – Top 10 things to do in Singapore!’ lists some of the popular things to do while on holiday in the citystate, including the Singapore Zoo, the Pet Expo, River Safari and S.E.A Aquarium.

It is not clear that the article is a paid-for ad until the end of the page, with the words ‘This article is brought to you by the Singapore Tourism Board’ and a link to STB’s website.

STB's native ad on

STB’s native ad on, surrounded by ad for South Australian tourism

The piece has received a mixed response so far from readers, according to the website’s mood metre.

The Star's reader mood metre

S.E.A Aquarium entry

Resorts World Sentosa’s entry in STB native ad

STB’s native ad is surrounded by a series of other ads from the tourism body of Adelaide.

These ads promote the opportunity to swim with wild dolphins, and run next to an entry for Resort World Sentosa’s S.E.A Aquarium, where wild dolphins are being held in captivity to entice more visitors to the casino complex.

The capture and enclosure of wild dolphins at RWS has proved controversial. Singapore animals rights group ACRES mounted a publicity campaign to stop wild dolphins being used by the casino complex in 2011. But this didn’t prove effective and Dolphin Island was launched in September 2013.

Singapore Tourism Board’s main ad agency is J. Walter Thompson and media is handled by MEC.


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