The Singapore Tourism Board (STB) is redefining travel by positioning Singapore as a leading global destination through innovation and excellence. In November 2020, STB launched the SingapoReimagine campaign to reignite international interest and inspire travelers to reimagine the future of travel in Singapore. Built on the Passion Made Possible brand, the campaign highlights Singapore’s commitment to safety, technology, immersive experiences, and sustainability.
As global travel resumed, Singapore continued evolving as a top sustainable urban destination and wellness hub. Under SingapoReimagine, STB nurtures a dynamic tourism ecosystem through strategic partnerships and innovative offerings for both leisure and business travelers. Renowned for its business-friendly environment and world-class infrastructure, Singapore also leads in hosting global events and advancing MICE innovation. With bold vision and forward-thinking initiatives, STB continues to shape Singapore into a destination that seamlessly blends innovation, sustainability, and exceptional experiences.
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: