Singapore Tourism Board (STB) is at the forefront of redefining travel experiences, continuously evolving to position Singapore as a leading global destination. In line with its commitment to innovation and excellence, STB launched the SingapoReimagine (SRI) International Recovery Campaign in November 2020 to recapture international mindshare and inspire visitors to reimagine the future of travel in Singapore and beyond. Building on the foundation of the Passion Made Possible brand, the campaign urged travelers to reset, reimagine, and rebuild their Singapore experience while affirming the country’s dedication to setting a new benchmark in travel through safety, technology, immersive experiences, and sustainability.

As global tourism resumed, Singapore continued to reinvent itself, emerging as a top sustainable urban destination and an urban wellness haven, with the tourism sector constantly evolving to meet the growing demand for travel. Through long-term strategic partnerships and ongoing initiatives under SingapoReimagine, STB fostered a vibrant tourism ecosystem that delivers innovative experiences and appeals to both leisure and business travelers alike. Beyond leisure, Singapore is renowned for its thriving business culture, state-of-the-art infrastructure, and excellence in hosting world-class events. STB is committed to reinforcing the country’s position as a Global-Asia model for high-quality business events and a thought leader in MICE (Meetings, Incentives, Conferences, and Exhibitions) innovation, continuously developing sustainable and cutting-edge solutions to set new standards for the future of business events. Through its bold vision and progressive initiatives, the Singapore Tourism Board shapes Singapore into an unparalleled destination that seamlessly blends innovation, sustainability, and world-class experiences for travelers from around the globe.

https://visitsingapore.com/

As a strategic communications partner, Petrie PR played a vital role in activating STB’s public relations campaign to support Singapore’s tourism recovery and destination marketing efforts for the Indonesian audience. Petrie PR developed and executed an annual PR plan that aligned with STB’s broader SingapoReimagine campaign, ensuring continuous awareness and engagement.

Providing strategic counsel on communication strategies, crisis management, and media engagement, Petrie PR identified partnership opportunities and innovative media landscape approaches to strengthen Singapore’s positioning. Petrie PR spearheaded media pitching, press release distribution, media events, briefings, and familiarization trips to sustain ongoing coverage of Singapore’s tourism offerings.

Additionally, Petrie PR managed STB’s social media strategy and daily account operations while curating impactful collaborations with influencers and key opinion leaders from tier-1 and tier-2 cities. With a comprehensive approach that integrated traditional and digital PR efforts, including daily and monthly media monitoring, Petrie PR reinforced STB’s presence in Indonesia, driving sustained interest and growth in tourism.

Petrie PR initiated and liaised collaborations with Indonesia’s top luxury lifestyle, travel, wellness, and foodie influencers as part of the influencer marketing service for STB, creating highly engaging Instagram Reels and Posts to narrate their travel, wellness, and culinary experiences in Singapore and STB’s activations with daily Stories to further engage with their followers and drive potential conversions. Influencers in collaboration include: