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Singapore Tourism Board taps young athletes playing off-beat sports to draw in ‘action seekers’

In the latest leg of its ongoing Passion Made Possible campaign, the Singapore Tourism Board has focused on young athletes in the city, many of whom pursue unusual sports.

They are showcased in a thematic film ‘Be Unstoppable’ aimed at action seekers, a key demographic that the STB is addressing via its communication. Featuring wakeboarders, indoor skydivers and go-kart racers among others, the film has been directed by local filmmaker Desmond Tan.

Some of these homegrown athletes can also be seen in Tiny Trainer tutorials. This is a series of videos in which Singaporean talent like go-kart racer Christian Ho teaches tennis player Martina Hingis a few pro-tips on the sport he excels in.

Another part of the campaign is Action Seeker Stories, where athletes like Kyra Poh and Choo Yi Xuan who won gold at the Indoor Skydiving World Cup take viewers through a personal tour of Singapore.

The STB has said that the thematic film will be distributed through both broadcast and online media, while the tutorials and other action seeker brand personality videos will be featured on social media platforms in key overseas markets.

Speaking about the campaign, Singapore Tourism Board’s director of brand Lim Shoo Ling said: “Children embody the spirit of action seekers – they are fearless, determined, passionate, young and yet capable of greatness. STB is featuring them in our campaign, to bring across the spiritedness of the action seekers through the myriad thrills and possibilities Singapore offers.

“We are further telling the action seeker story by profiling our homegrown sporting personalities, who have persevered and defied the odds to realise their passions, while also highlighting the range of experiences and events that action seekers can discover in Singapore.”

 

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