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商品編號： SMU060 出版日期： 2022/05/10 作者姓名： Reddy, Srinivas K.;Chan, CW 商品類別： Marketing 商品規格： 16p 再版日期： 地域： Singapore 產業： Travel and tourism industry 個案年度： -
商品敘述：
The Singapore Tourism Board (STB) had been working on a new brand campaign to attract visitors to Singapore. However, instead of highlighting the country''s attractions and listing the reasons why it would be a good destination, they wanted to roll out a different kind of campaign that would resonate with consumers. Working with the Economic Development Board (EDB), STB developed a country brand to deliver a more compelling message to tourists and investors alike. Drawing on Singapore''s early history, STB focused on telling stories that showed how Singaporeans overcame adversity on their road to success. STB worked with many people and organisations before launching the campaign about people following their passions. After the launch of the ''Passion Made Possible'' campaign, STB hoped for widespread adoption of the country brand and a useable framework for future campaigns.
涵蓋領域：
Branding
相關資料：
Case Teaching Note, (SMU061), 10p, by Srinivas K. Reddy, CW Chan
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