The Singapore Tourism Board's decision to shift from the popular ‘Uniquely Singapore' to ‘Your Singapore' tagline is to underline the island nation's strengths as a premium destination as well as an experience that can be personalised, Ajit Singh, Consul General of the Republic of Singapore, said.
“Your Singapore also reflects the quintessence of Singapore as a fresh, contemporary, vibrant, dynamic and sophisticated State with a futuristic outlook. It articulates Singapore's uniqueness and encapsulates the demands of travellers to seek a personal experience...” he said. Mr. Singh was addressing members of the Public Relations Society of India on ‘Brand Singapore' at a meeting organised to commemorate National PR Day.
The strategy behind the evolution of the ‘Your Singapore' tagline was based on three factors: highlighting its attributes as a destination; building an emotional connect that visitors experience in Singapore; and tapping into the motivational factors that drive their decision making while differentiating the Singapore brand from the others.
Also, the government has tried to position Singapore as a gateway to South Asia, Southeast Asia, and East Asia. This is not simply in terms of tourist traffic, but also in projecting the nation as a leader in that part of the world. The branding is a collaborative effort under the Ministry of Trade and Industry, a bid to present Singapore as a ‘world city' where investors and businessmen can engage in work without neglecting their personal lives.
According to the Global Competitiveness report 2008, strong trade and investment has made Singapore the most competitive Asian country. Listing other services provided by the nation in terms of investment, finance, services and free-trade agreements, Mr. Singh said these were the reasons the World Bank has ranked Singapore as the “World's easiest way to do business.”
