Singapore Tourism Board features young athletes in its new marketing strategy

Singapore, 2019-Jan-09 — /Travel PR News/ — For the first time ever, the Singapore Tourism Board (STB) is featuring young athletes as an integral part of its marketing efforts.   The young athletes take centre stage in newly-created content by STB, such as its Action Seekers tribe film[1], and also star as the coaches in a fun new video series that features them tutoring international stars at various sports.

These marketing efforts are part of STB’s ongoing Passion Made Possible campaign and are centred on the Action Seekers passion tribe, a group of potential visitors who love adventure and sports.  The involvement of these young athletes will help capture the fearless and determined spirit of this adventurous tribe and showcase how Action Seekers can fulfil their passions in Singapore.

“Children embody the spirit of Action Seekers – they are fearless, determined, passionate, young and yet capable of greatness. STB is featuring them in our campaign, to bring across the spiritedness of the Action Seekers through the myriad thrills and possibilities Singapore offers,” said Ms Lim Shoo Ling, Director, Brand, STB.  “We are further telling the Action Seeker story by profiling our home-grown sporting personalities, who have persevered and defied the odds to realise their passions, while also highlighting the range of experiences and events that Action Seekers can discover in Singapore.”

The film features acclaimed home-grown athletes such as wakeboarder Sasha Christian, mixed martial arts fighter May Ooi, indoor skydiving World Cup champion Kyra Poh and Head Coach, Youth, Football Association of Singapore, Fandi Ahmad. It also shines the spotlight on the diverse range of sporting activities in Singapore, such as go-karting, skating, wakeboarding, as well as sporting events such as the annual FORMULA 1 SINGAPORE GRAND PRIX and HSBC Singapore Rugby Sevens. See Annex B for a list of personalities featured in the Action Seeker content, and destination offerings in Singapore which Action Seekers may enjoy.

To deepen storytelling to consumers in overseas markets, STB is launching a new video series called the Tiny Trainers Tutorial. These videos feature top international athletes trying out new sporting endeavours under the tutelage of Singapore’s young sports stars.  This series aims to inspire visitors of all ages to pursue their passions for action and adventure.

There are currently two videos in the series, through which viewers can watch former WTA no. 1 tennis player Martina Hingis learning fun-karting from 12-year-old Singaporean kart-racer Christian Ho, and Olympic & Asian Games gold medallist Joseph Schooling taking indoor skydiving lessons from nine-year-old Vera Poh and Kai Minejima-Lee.  Viewers can look forward to watching some unexpected but light-hearted moments captured in the videos.

Action Seeker Personalities Share their Stories
The Action Seeker campaign also highlights the individual Passion Made Possible stories of Singapore’s Action Seekers.

Action Seekers Kyra Poh and Choo Yi Xuan, who make up Team Firefly, which recently won gold at the Indoor Skydiving World Cup, star in an Action Seeker itinerary film by STB. Kyra lends her voice to narrate the film, giving visitors an insider’s peek at her favourite haunts for adventure and action in Singapore.

The Action Seeker campaign is not just about traditional sports, but also recognises the rapidly expanding professional e-sports industry. One of the brand personalities featured by STB is esports athlete Ho Kun Xian, or Xian, as he is widely known. The video sheds light on how Xian pursued his childhood passion for arcade games to emerge as one of the world’s top Street Fighter players, flying Singapore’s flag high on the world stage.

The Action Seeker tribe film will be distributed through both broadcast and online media, while the Tiny Trainers tutorial videos, and other Action Seeker brand personality videos will be featured on social media platforms in STB’s key overseas markets.

[1] The film is directed by local filmmaker Desmond Tan. See Annex A for Desmond’s bio.

Download Links:

Video Link
Passion Tribe Film: Action Seekers
Tiny Trainers: Martina Hingis meets Christian
Tiny Trainers: Joseph Schooling meets Vera and Kai
Brand Personality Film: Kyra Poh
Itinerary Film: Kyra Poh & Choo Yi Xuan (Team Firefly)
Brand Personality: Ho Kun Xian


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Source: Singapore Tourism Board