The Singapore Tourism Board (STB) yesterday launched Singapore's new destination brand - "Uniquely Singapore" - to promote the many things which are intrinsic to Singapore as a city and a country.

This new destination brand, which showcases quintessential Singapore experiences, celebrates Singapore's unique blend of traditions, cultures and modernity.

The new brand positioning, "Uniquely Singapore", captures the total Singapore experience and Singapore's distinct proposition as a country that has merged the best from rich cultures and modern worlds, contemporary sophistication and colourful traditions.

The new brand will differentiate Singapore as a premier destination, offering a unique spectrum of enriching experiences for visitors and locals alike - from traditional cultural experiences to cutting-edge modern arts performances - all delivered with a high level of service quality, reliability and efficiency.

Mr Lim Neo Chian, Deputy Chairman and Chief Executive of the STB, said: "There are many simple yet unique things about Singapore. We have a range of local icons from the Singapore Chilli Crab and the Singapore Girl to the Singapore Sling cocktail and even our distinctive public housing. With the "Uniquely Singapore" brand, we want to share all these unique aspects about Singapore with the world and invite everyone to come to Singapore to experience the quintessential Singapore experience for themselves!"

The launch of the "Uniquely Singapore" brand comes shortly after the announcement that visitor arrivals to Singapore hit more than 6.1 million, exceeding the STB's target of 6 million visitors. This marks an exciting new phase in the STB's efforts to promote Singapore as a premier travel destination to the world. The STB believes that the new brand positioning will help Singapore achieve its target of 7.6 million visitors for 2004, a significant 24% increase from 2003.

The "Uniquely Singapore" positioning was developed with international brand consultant FutureBrand through a consultative exercise with Singaporeans, leisure and business visitors, local and overseas travel industry partners and local government agencies. This exercise to develop Singapore's destination brand lasted eight months.

On the home-front, the STB will also be rolling out programmes over the next 12 months to engage local Singapore residents to become tourism ambassadors for the brand and the destination.

Source: Singapore Tourism Board Press Release 9 Mar 2004 (excerpted)