The Singapore Tourism Board (STB)
yesterday launched Singapore's new destination brand - "Uniquely
Singapore" - to promote the many things which are intrinsic to Singapore
as a city and a country.
This new destination brand, which
showcases quintessential Singapore experiences, celebrates Singapore's unique
blend of traditions, cultures and modernity.
The new brand positioning,
"Uniquely Singapore", captures the total Singapore experience and
Singapore's distinct proposition as a country that has merged the best from
rich cultures and modern worlds, contemporary sophistication and colourful
The new brand will differentiate
Singapore as a premier destination, offering a unique spectrum of enriching
experiences for visitors and locals alike - from traditional cultural
experiences to cutting-edge modern arts performances - all delivered with a
high level of service quality, reliability and efficiency.
Mr Lim Neo Chian, Deputy Chairman
and Chief Executive of the STB, said: "There are many simple yet unique
things about Singapore. We have a range of local icons from the Singapore
Chilli Crab and the Singapore Girl to the Singapore Sling cocktail and even
our distinctive public housing. With the "Uniquely Singapore" brand,
we want to share all these unique aspects about Singapore with the world and
invite everyone to come to Singapore to experience the quintessential
Singapore experience for themselves!"
The launch of the "Uniquely
Singapore" brand comes shortly after the announcement that visitor
arrivals to Singapore hit more than 6.1 million, exceeding the STB's target of
6 million visitors. This marks an exciting new phase in the STB's efforts to
promote Singapore as a premier travel destination to the world. The STB
believes that the new brand positioning will help Singapore achieve its target
of 7.6 million visitors for 2004, a significant 24% increase from 2003.
The "Uniquely Singapore"
positioning was developed with international brand consultant FutureBrand
through a consultative exercise with Singaporeans, leisure and business
visitors, local and overseas travel industry partners and local government
agencies. This exercise to develop Singapore's destination brand lasted eight
On the home-front, the STB will
also be rolling out programmes over the next 12 months to engage local
Singapore residents to become tourism ambassadors for the brand and the
Source: Singapore Tourism Board
Press Release 9 Mar 2004 (excerpted)