STB Partners Saks Fifth Avenue Made in Singapore USA Debut

04 Mar, 2024

STB Partners Saks Fifth Avenue Made in Singapore USA Debut

Today, the Singapore Tourism Board (STB) launched the "Made in Singapore" Campaign in the USA, reimagining the brand positioning of "Passion Made Possible." This global initiative showcases quintessential Singaporean experiences, from iconic attractions to hidden gems, highlighting how ordinary moments become extraordinary in Singapore. To mark the launch, STB collaborated with Saks Fifth Avenue, presenting "Vacations. Made in Singapore" at their flagship store in New York. Through a captivating window installation until March 13, 2024, viewers can immerse themselves in scenes of Singapore, including The Jewel at Changi Airport and Gardens by The Bay. Each window features a QR code linking to a dedicated travel and shopping guide on Saks.com and offers access to an exclusive luxury trip giveaway. Complementing this, a 3D billboard in Times Square showcases Singapore's attractions until March 24, 2024, as part of a global activation series spanning China, India, Indonesia, and the United Kingdom. Rachel Loh, Senior Vice President of STB Americas, expressed excitement about sharing Singapore's essence with travelers through these collaborations. The campaign builds on STB Americas' "Best Night Ever" program and will engage prospective travelers through streaming advertisements on Hulu, influencer partnerships, and Air Canada's new direct route from Vancouver starting April 3, 2024. Travelers can also enjoy up to 25% off select hotels in Singapore on Expedia until March 31, 2024, making "Made in Singapore" experiences more accessible and enticing.