Singapore Tourism Board and Tiger Beer have joined forces in marketing push

Singapore Tourism Board and Tiger Beer have collaborated to promote the city through joint marketing activities, via a two-year partnership. The brands have committed $3.2 million to this partnership.  

The collaboration will cover areas like innovative products – including augmented reality effects for Tiger Beer’s recently launched Tiger District bottles; creative consumer experiences at Tiger Street Lab, the beer brand’s first experiential concept store and via popup stores in locations like Tokyo, Japan and finally via global marketing through joint campaigns.

Speaking about the decision to combine forces, STB’s assistant chief executive of marketing Lynette Pang said: “Passion Made Possible celebrates the spirit of Singapore by putting the spotlight on our homegrown talents and sharing their Singapore stories with the world.

“We believe this is an authentic way of highlighting what’s unique about destination Singapore. Tiger Beer shares the same brand belief. We look forward to partnering Tiger Beer in developing bold and creative projects for audiences all over the world,”

Tiger’s international brands director Venus Teoh added: “As an internationally renowned brand that was born and raised on the streets of Singapore, Tiger Beer is deeply passionate about showing locals and the world what Singapore is all about.

“It is in Tiger Beer’s DNA to champion local talent who uncage their passion to represent Singapore on the world stage, and we are excited to enter this two-year partnership with STB who share this same passion and spirit.”

One of the first collaborations will see STB bring four out of the 20 Tiger District Bottle designs to life, telling stories of popular tourism hotspots like Chinatown, Bugis, Katong and Tiong Bahru through AR technology.

Using Facebook on mobile, people will get a deeper insight into various offerings at these locations by scanning a symbol on the bottles.

STB and Tiger Beer have also collaborated on an artwork symbolising the partnership created by local artist ANTZ. It will be displayed at Tiger Street Lab.


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