YourSingapore
Encyclopedia
YourSingapore is the destination brand of Singapore
, launched on 5 March 2010 at the Singapore Tourism Board
Tourism Industry Conference 2010. YourSingapore is an evolution of Uniquely Singapore, which remained Singapore
's destination brand from 2004 to 2009.
YourSingapore tries to tap upon Singapore
’s concentration of dining, shopping, natural and cultural attractions, within the small physical space of the country, making it easy for a user to mix-and-match multiple experiences. YourSingapore aims to differentiates Singapore’s brand proposition from that of its competitors so that Singapore continues to remain relevant and attractive in today's travel industry.
competitive and relevant to its visitors, STB
aimed to establish its presence in the digital space given the high internet penetration in its key markets, thus inspiring its digital, drive-to-web strategy.
By emphasizing that its new destination brand is an evolution of Uniquely Singapore, STB
has tried to articulate Singapore Tourism
's uniqueness in the YourSingapore brand. The uniqueness is positioned as Singapore
's ability to promise travelers a personal travel experience, given the degree of efficiency, control and comfort in the country. Such a promise further offers an emotional reward of empowerment and liberation to its visitors.
YourSingapore.com is designed and maintained by STB
's digital agency
, XM Asia. It has two different versions; the leisure travel site and the business travel site.
. The cubes profess to the school of Cubism
, which uses geometric shapes to represent different perspectives on a flat 2D format. It suggests the different facets of Singapore
as a destination, and thus represents a brand that can be personalized by its user. The haphazard placement of the cubes makes the island appear in a state of flux, moving ahead instead of being stagnant, thus representing the nature of Singapore
's evolvement.
In the YourSingapore marketing campaign, YourSingapore is represented in the logo as YourSingapore.com, aligning to the brand's drive to website strategy.
The various YourSingapore logos have been designed by STB
's creative agency, BBH Asia Pacific.
is in. In 2010 for instance, Singapore
opened its doors to two world-class integrated resort
s, Marina Bay Sands and Resorts World Sentosa.
Singapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
, launched on 5 March 2010 at the Singapore Tourism Board
Singapore Tourism Board
The Singapore Tourism Board is a statutory board under the Ministry of Trade and Industry of Singapore, tasked to promote the country's tourism industry.-History:...
Tourism Industry Conference 2010. YourSingapore is an evolution of Uniquely Singapore, which remained Singapore
Singapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
's destination brand from 2004 to 2009.
YourSingapore tries to tap upon Singapore
Singapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
’s concentration of dining, shopping, natural and cultural attractions, within the small physical space of the country, making it easy for a user to mix-and-match multiple experiences. YourSingapore aims to differentiates Singapore’s brand proposition from that of its competitors so that Singapore continues to remain relevant and attractive in today's travel industry.
Evolution of Uniquely Singapore
Since the launch of the Uniquely Singapore destination brand, Singapore witnessed a 16.8% growth in visitor arrivals and a 55.1% growth in its tourism receipts. In order to keep Tourism in SingaporeTourism in Singapore
Tourism in Singapore is a major industry and contributor to the Singaporean economy, attracting 11,638,663 tourists in 2010, over twice Singapore's total population. Its cultural attraction can be attributed to its cultural diversity that reflects its colonial history and Chinese, Malay, Indian and...
competitive and relevant to its visitors, STB
STB
STB is an acronym that can mean:* Sacrae Theologiae Baccalaureus – Bachelor of Sacred Theology* Set-top box – a television device that converts signals to viewable images* Simpson Thacher & Bartlett LLP -- a law firm...
aimed to establish its presence in the digital space given the high internet penetration in its key markets, thus inspiring its digital, drive-to-web strategy.
By emphasizing that its new destination brand is an evolution of Uniquely Singapore, STB
STB
STB is an acronym that can mean:* Sacrae Theologiae Baccalaureus – Bachelor of Sacred Theology* Set-top box – a television device that converts signals to viewable images* Simpson Thacher & Bartlett LLP -- a law firm...
has tried to articulate Singapore Tourism
Tourism in Singapore
Tourism in Singapore is a major industry and contributor to the Singaporean economy, attracting 11,638,663 tourists in 2010, over twice Singapore's total population. Its cultural attraction can be attributed to its cultural diversity that reflects its colonial history and Chinese, Malay, Indian and...
's uniqueness in the YourSingapore brand. The uniqueness is positioned as Singapore
Singapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
's ability to promise travelers a personal travel experience, given the degree of efficiency, control and comfort in the country. Such a promise further offers an emotional reward of empowerment and liberation to its visitors.
YourSingapore.com
The YourSingapore brand largely employs a drive to web strategy, driving visitors to YourSingapore.com where they can explore Singapore online, plan their trip and create their own itinerary. It emphasizes that no two interpretations or experiences of the destination are the same. The YourSingapore website is an interactive travel portal that allows users to experience a virtual version of Singapore and positions Singapore as a future-facing destination. It also allows users to share their experiences in Singapore.YourSingapore.com is designed and maintained by STB
STB
STB is an acronym that can mean:* Sacrae Theologiae Baccalaureus – Bachelor of Sacred Theology* Set-top box – a television device that converts signals to viewable images* Simpson Thacher & Bartlett LLP -- a law firm...
's digital agency
Digital agency
A digital or new media agency is a business that delivers services for the creative and technical development of internet based products. These services range from the more generalist such as web design, e-mail marketing and microsites etc...
, XM Asia. It has two different versions; the leisure travel site and the business travel site.
Social media
In line with the brand strategy, STB is engaging users on Facebook, Youtube and Twitter.Destination logo
The destination logo of YourSingapore is made of cubes that represent the shape of the Singapore islandSingapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
. The cubes profess to the school of Cubism
Cubism
Cubism was a 20th century avant-garde art movement, pioneered by Pablo Picasso and Georges Braque, that revolutionized European painting and sculpture, and inspired related movements in music, literature and architecture...
, which uses geometric shapes to represent different perspectives on a flat 2D format. It suggests the different facets of Singapore
Singapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
as a destination, and thus represents a brand that can be personalized by its user. The haphazard placement of the cubes makes the island appear in a state of flux, moving ahead instead of being stagnant, thus representing the nature of Singapore
Singapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
's evolvement.
In the YourSingapore marketing campaign, YourSingapore is represented in the logo as YourSingapore.com, aligning to the brand's drive to website strategy.
The various YourSingapore logos have been designed by STB
STB
STB is an acronym that can mean:* Sacrae Theologiae Baccalaureus – Bachelor of Sacred Theology* Set-top box – a television device that converts signals to viewable images* Simpson Thacher & Bartlett LLP -- a law firm...
's creative agency, BBH Asia Pacific.
Thematic logos
The destination logo of YourSingapore is moulded into various themes, including art, nature, food, culture, modernity, fun and high energy. They are intended to represent the different experiences that can be found in Singapore.Living logos
While the thematic logos show the various facets of Singapore in static, the living logo is an animated approach to the same, while also aligning with Singapore's digital focus. These logos, called living logos because of they bring the destination's facets to life, represent the constant state of transformation that SingaporeSingapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
is in. In 2010 for instance, Singapore
Singapore
Singapore , officially the Republic of Singapore, is a Southeast Asian city-state off the southern tip of the Malay Peninsula, north of the equator. An island country made up of 63 islands, it is separated from Malaysia by the Straits of Johor to its north and from Indonesia's Riau Islands by the...
opened its doors to two world-class integrated resort
Integrated Resort
An integrated resort is a resort with a wide variety of leisure and entertainment attractions, all housed in one resort property. The first known integrated resort began in early 1980s in Malaysia, when Resorts World Genting was developed from a single hotel with casino facility to a variety of...
s, Marina Bay Sands and Resorts World Sentosa.