marketing interactive

When HSBC SVNS Singapore 2026 wrapped at the National Stadium last month, the final scorelines were only part of the story. Staged alongside the Southeast Asian 7s (SEA 7s) finals, the weekend brought global sevens heavyweights and regional contenders onto the same pitch. It also marked the first major international sporting event held at The Kallang since its rebrand in November 2025. For The Kallang Group, that timing mattered. Don’t miss: Sports and concerts drive APAC travel as fans prioritise experiences “At The Kallang, marquee events are moments to bring the wider community together,” said Michelle Yip, group head, brand, marketing and communications at The Kallang Group. “Sport has always been a communal experience, where fans experience triumph and loss together, and parents bond with their children over shared interests.” Yip said the visitor experience was designed to extend beyond the action on the pitch. Across its calendar, the team identifies opportunities to curate inclusive, family-friendly fringe activities alongside headline events. The aim is to create an environment where passionate fans, casual spectators and families can all find their place. “This approach seamlessly brings sport and entertainment together,” she said, adding that it reinforces The Kallang as a hub for world-class sport, entertainment and lifestyle events within the community. The positioning is deliberate. Rather than operate purely as a venue, The Kallang is framing itself as what Yip calls Singapore’s “excitement epicentre”, a precinct where global athletes, local heroes and everyday Singaporeans share the same space. Beyond the photo op This year’s edition featured high-profile rugby ambassadors who engaged fans both on and off the field. According to Yip, The Kallang Group was involved across tournament planning, fan activations and community outreach, including clinics at local and international schools and clubs. “Our goal is to translate global sporting narratives into meaningful experiences that resonate with the local community,” she said. Ambassador involvement extended beyond traditional photo opportunities. Rugby clinics and youth engagements were integrated into the broader event journey to deepen understanding of the sport and strengthen emotional connection. “These experiences are integrated into the broader event journey because fans remain at the heart of everything we do,” Yip added. While attendance may draw headlines, Yip is clear it is not the only metric that counts. The team analyses dwell time across different zones, participation in on-site activities, digital interactions, social sharing and post-event feedback. Organic media, paid advertising, social media and influencer partnerships are used to amplify on-ground experiences. “Social engagement and organic content creation are strong indicators of emotional connection,” she said. Qualitative feedback, she added, helps the team understand what resonates across audience segments and informs future planning. The focus is not just on how many attended, but how deeply they engaged. Global stage, regional relevance Hosting a global circuit event alongside a regional tournament strengthened The Kallang’s position as a sport destination in Asia. The SEA 7s finals, staged on the same weekend, showcased regional talent on a world-class platform. Yip said the dual-format weekend demonstrated the precinct’s ability to optimise resources while delivering events of different scales and attracting diverse audiences united by rugby. It also creates opportunities to engage regional partners seeking international visibility with strong local relevance. “Our vision is to be the leader in bringing spaces and experiences to life,” she said. “The Kallang Group partners with like-minded brands that are keen to curate innovative experiences for fans across sport, entertainment, lifestyle and community events.” If there is one takeaway for marketers, Yip believes it is to design around people, not programmes. “Fans remember everything — from the moment an event is announced to when they leave the venue,” she said. “Every touchpoint is an opportunity to engage them meaningfully.” That thinking has shaped recent programming across the precinct. During HSBC SVNS Singapore, a dedicated kids’ play zone with a supervised drop-off area was introduced, reinforcing the event’s positioning as the “Family SVNS”. The rebrand has also ushered in new experiential formats such as the “Feel Alive zone”, featuring recharge booths, shareable photo moments and merchandise personalisation stations. The thread running through each initiative is consistency. For The Kallang Group, the game may end when the final whistle blows. The brand experience, however, runs from the first announcement to long after fans leave the stadium. Related articles:   Singapore Sports Hub becomes The Kallang as precinct gears up for a major glow-up     The Kallang seeks PR agency       The Kallang Group names new group head, brand, marketing and comms source

The LEGO Group is revving up play in Singapore with its “Build your dream ride” campaign, celebrating vehicles through hands-on building and imagination-driven fun. The campaign focuses on the LEGO City, LEGO Technic and LEGO Speed Champions sets and aims to empower children to create and build their confidence, creativity and problem-solving skills along the way. The campaign comes to life at The Palawan @ Sentosa – HyperDrive with the “Build your dream ride autoshop experience”. Held from 5 March to 30 April, fans of all ages can take part in LEGO-themed activities, race their creations down ramps, and try multi-level indoor go-karting on Asia’s first gamified electric track. Don’t miss: LEGO Group nabs dentsu Creative SG MD as agency business partner director  At the experience, participants can collect stamps on mission cards as they complete challenges, with exclusive prizes such as a limited-edition LEGO Racer Minifigure with a golden trophy up for grabs. The adventure continues at the LEGO Resorts World Sentosa store, where young builders can spot a hidden LEGO Racer Minifigure in a custom diorama and complete their mission card journey to redeem special rewards. Meanwhile, LEGO Certified Stores across Singapore are hosting “Make and take” activities, gift-with-purchase polybags, and promotions on LEGO City, Technic and Speed Champions sets. “At the LEGO Group, we believe play is one of the most powerful ways children explore the world, spark creativity and build confidence. With the ‘Build your dream ride’ campaign, we are empowering children to take the driver’s seat by giving them the tools to build, customise and bring their dream rides to life,” said Ágnes Molnár, marketing director of Singapore, Malaysia and APAC travel retail, The LEGO Group.  “Along the way, this hands-on, imaginative play helps them nurture confidence, creativity and problem-solving skills as they explore, imagine and create,” she added. Meanwhile, Laura Lau, director of marketing, The Palawan @ Sentosa – HyperDrive said both companies share a passion for sparking joy and family fun through motion and play. “Through the ‘Build your dream ride autoshop experience’, guests can enjoy hands-on LEGO building before steering that same sense of imagination and the thrill of motion onto our multi-level indoor electric go-kart circuit.” The campaign is part of a broader push by LEGO in APAC, marked by the recent expansion of its Singapore regional headquarters. Spanning over 7,000 square metres, the new space embodies LEGO’s global principles of playfulness, inclusivity and creativity, with life-size LEGO displays, flexible collaboration zones, and activity-based workspaces. Singapore has been a strategic hub for the LEGO Group for over a decade, selected for its infrastructure, stable operating environment, and talent pool. The hub now employs over 500 people across critical functions such as business service operations, the creative play lab, engineering and quality, and global supply chain. Related articles:  How LEGO is turning 75 years of Snoopy magic into bricks  LEGO Group blooms love with Valentine’s LEGO Botanicals pop-up in SG  The LEGO Group and Crocs unite to celebrate creativity and self-expression  source

Burger chain CEOs are stepping in front of the camera, and this time, they are keeping it messy, hands-on and firmly on the restaurant floor. Days after McDonald’s CEO Chris Kempczinski drew scrutiny for a tightly staged burger taste test, Burger King and Wendy’s leaders served up their own bite-sized responses, aprons on, kitchens in view, and far fewer corporate phrases. On 3 March, Burger King president Tom Curtis appeared in a short Instagram clip filmed inside one of the chain’s outlets. Wearing a branded apron, Curtis takes a bite of the Whopper, nods approvingly and delivers a simple line: “Only one thing missing, a napkin”. Don’t miss: Was the McDonald’s CEO’s Big Arch burger bite just a big act? The video lasts only a few seconds, with no ingredient breakdown, corporate framing, or formal product walkthrough. Instead, it delivers a quick, self-aware moment that feels native to social feeds. Filmed in-store rather than at a desk, the setting does much of the work, putting Curtis in customer mode rather than corporate mode. A day later, on 4 March, Wendy’s US CEO Pete Suerken posted a 50-second video on LinkedIn. Shot in the kitchen, the clip shows Suerken grilling a patty while highlighting the chain’s “fresh never frozen beef”. He then grabs a Frosty, pointing out that “our machines are always working”, before sitting down with a Baconator and fries. “Now that’s a burger,” he said after the first bite, later adding, “This is exactly how a great hamburger should be,” as he dips fries into the Frosty. Unlike a glossy brand film, the video keeps the focus on tactile actions, grilling, assembling, dipping, reinforcing product claims through demonstration rather than description. The back-to-back posts suggest a growing awareness that audiences are scrutinising executive-led content differently on social platforms. Earlier this week, Kempczinski’s Big Arch tasting video sparked online commentary, with some viewers calling the delivery stiff and overly corporate. Industry professionals that MARKETING-INTERACTIVE spoke to at the time noted that when CEOs step into creator-style formats, audiences quickly assess whether the moment feels believable. Language plays a role, and so does body language. Referring to menu items as “products” or over-explaining layers can create distance, especially in feeds built for personal expression. They also emphasised that not every leader needs to front every format. CEOs tend to resonate most when providing vision or accountability, while hands-on demos can feel more natural when the spokesperson matches the setting and tone. Against that backdrop, the Burger King and Wendy’s clips feel deliberately relatable. Both executives trade corporate polish for hands-on action, use casual phrasing instead of boardroom jargon, and seem genuinely comfortable getting their hands dirty. In a world where scrutiny travels faster than fries out of the fryer, burger chains are learning that a believable bite can matter just as much as the burger itself. The dynamic echoes a broader trend in the long-running cola wars, where brands continue to experiment with format and storytelling to win on taste and tone. Earlier this February, Pepsi unveiled its global campaign “The choice”, directed by Taika Waititi. The spot features a polar bear confronting his cola preferences in a blind taste challenge, choosing Pepsi Zero Sugar over Coke Zero Sugar and grappling with the revelation in therapy, all set to Queen’s I Want to Break Free. Related articles: Google Pixel ruffles iPhone feathers in playful jab    ZUS Coffee’s playful billboard takes jab at Siti Nurhaliza: Industry players weigh in  Grab MY joins Wonda and ZUS Coffee’s M. Nasir showdown with cheeky post source

Government Technology Agency (GovTech) has appointed To Be Social as its social media agency to support communications for Open Government Products (OGP), an experimental tech unit focused on building tools for public officers and citizens.  The appointment comes as OGP looks to raise awareness of its work beyond the technology community, where familiarity with its products remains largely concentrated.  In addition, the appointment is intended to increase public awareness and trust in OGP’s work, expand reach beyond existing technology stakeholders, and scale its digital presence through more accessible and consistent storytelling, according to tender documents seen by MARKETING-INTERACTIVE. Don’t miss: Ministry of National Development concludes creative, marketing and social media pitch for MSO  Through the partnership, OGP aims to strengthen public understanding of its role while demonstrating greater transparency and accountability in how digital government services are developed. Under the 12-month contract, To Be Social will develop and produce audience-relevant content across OGP’s primary social platforms, including Instagram, Facebook and TikTok. The agency will provide creative strategy, production capabilities and dedicated resources to ensure a consistent stream of professionally produced content designed to better engage the public. The scope of work includes monthly content planning and pre-production, such as developing storyboards, scripts and editorial calendars aligned with OGP’s communications objectives and target audience. The agency will also conceptualise and produce eight to 10 pieces of content each month, spanning short-form videos and static posts, alongside videography support for up to two shoots monthly. Post-production responsibilities include revisions to ensure quality standards are met, while additional deliverables may include performance reporting and optimisation recommendations based on audience engagement data. MARKETING-INTERACTIVE has reached out to GovTech for more.  The appointment comes as several government agencies and statutory boards in Singapore have called for digital and social media pitches and quotes on GeBiz, signaling a growing focus on digital engagement. MARKETING-INTERACTIVE saw accounts from the Prime Minister’s Office, the Ministry of Transport, and the Science Centre Board, up for grabs. The tenders generally seek agencies capable of delivering end-to-end social media services – from content strategy and production to community management, campaign amplification, and performance analytics. Some contracts are structured as retainer arrangements, requiring agencies to manage day-to-day operations, implement data-driven optimisation, and ensure alignment with broader communications goals. Related articles:  MoneySense strengthens digital playbook with new social media partner  STB wraps up social media pitch, retains agency partner  Fei Siong Group taps social media agency for Encik Tan, Popeyes and more  source

Mandai Wildlife Reserve will host the Asia debut of “Minecraft experience: Villager rescue” at Green Canvas from 24 April to 13 September 2026. The immersive attraction, which previously ran in Dallas, London and Toronto, invites visitors to step into eight interactive Minecraft-themed rooms to rescue a village under siege from zombies. Designed as a one-hour quest, the experience blends large-scale projections, theatrical sets, motion-tracking gameplay and experiential storytelling. Visitors will travel through recognisable Minecraft biomes, gather resources and interact with iconic mobs as they collaborate to “Save the villagers”. Don’t miss: Ready player Alpha: Why gaming is the new brand playground Each participant will be equipped with an “Orb of interaction”, a handheld device that allows players to shape the world around them and influence the outcome of their adventure. At the end of the quest, players can celebrate at the ‘Minecraft Experience: Trading Post’ where they can take home a commemorative keepsake and unlock an exclusive in-game cape. The attraction adds a dynamic indoor component to Mandai Wildlife Reserve’s offering, allowing families to pair wildlife exploration with immersive play in a single visit. “Minecraft experience: Villager rescue” was created by Montreal-based multimedia studio Supply + Demand in collaboration with Microsoft, Experience MOD and Mojang Studios. It taps into the global popularity of Minecraft, which has sold more than 300 million copies worldwide. Tickets start from SG$46 for adults and SG$40 for children on weekdays, and SG$51 and SG$44 respectively on weekends. A presales waitlist is now open, with early access from 10 March ahead of general sales on 11 March. “We are thrilled to host ‘Minecraft experience: Villager rescue’ as the first large-scale immersive travelling exhibition at Green Canvas. This is a milestone that showcases the versatility of our new purpose-built event space and adds an exciting new programming to our precinct’s growing line-up of unique experiences,” said Michelle Choo, vice president, indoor attractions and experience at Mandai Wildlife Group.  She added, “Alongside recent openings such as Exploria and more dining options in our public spaces, it gives visitors even more ways to explore, play and enjoy everything the Mandai Wildlife Reserve has to offer, making it a must-visit destination.” In tandem, Olivier Goulet, founder and CEO of Supply + Demand and co-manager of Experience MOD, said, “Making our Asia debut in Singapore with ‘Minecraft experience: Villager rescue’ is an exciting milestone as we continue expanding the tour globallyIn collaboration with Minecraft, we’ve created an experience that sits at the intersection of game design, immersive storytelling and advanced multimedia technology, transforming a beloved digital world into a real-life quest.” This isn’t the first time Mandai has experimented with gamified storytelling to engage visitors. In March last year, the group launched its “Choose your wild” campaign for Rainforest Wild Asia, using films that mimic video game mechanics to let viewers “level up” by making choices for characters exploring the park. The campaign highlighted immersive, interactive ways for guests to experience Southeast Asia’s rainforests, from canopy treks to cave adventures, reflecting Mandai’s ongoing push to blend wildlife education with playful, game-inspired experiences. Related articles: Mandai goes wild with Disney’s ‘Zootopia 2’ immersive takeover   JISOO chooses her wild in new music video with STB and Mandai   Gaming meets grub: McDonald’s makes foray into the Minecraft world source

Frasers Hospitality’s design-led lifestyle brand, Capri by Fraser, has launched its “Capri by Fraser takes flight” campaign across Southeast Asia and Australia, celebrating the upcoming opening of its Penang property in Malaysia, as well as highlighting the brand’s vibrant regional presence. The campaign draws inspiration from the migrating bird motifs of Penang, reflecting freedom, exploration, and connectivity. Through immersive visuals and storytelling, Capri by Fraser invites travelers to embrace curiosity and adventure under the brand’s tagline, ‘Stay curious, stay Capri’, with limited time offers across properties in Brisbane, Johor Bahru, Kuala Lumpur, Phnom Penh, Penang, and Singapore. Don’t miss: How Raffles Hotel is banking on the butler to modernise luxury  A key feature of the campaign is the social media “video challenge,” where participants spot hidden birds in weekly posts across Capri by Fraser properties’ official channels. Thirty winners will receive a two-night stay at Capri by Fraser, Penang, plus 500 bonus Fraser World points when they sign up as members and tag the property during their stay. Fraser World members can also enjoy 25% off stays at participating properties between 4 March and 30 April 2026, and earn double Fraser World points for completed bookings, encouraging guests to explore the region through design-led stays. “Capri by Fraser has always been about creating experiences that resonate with today’s travellers who are curious, connected and dynamic. ‘Capri by Fraser takes flight’ reflects our commitment to regional connectivity and our passion for inspiring journeys across Southeast Asia and Australia,” said Vernon Lee, regional senior vice president, Southeast Asia and Australia, Frasers Hospitality.  Capri by Fraser is not the only new hotel opening in Malaysia. Irama Hotel recently opened in Kuala Lumpur late last year, featuring 766 rooms and suites, a variety of dining concepts, a full wellness spa, outdoor pools, a 24-hour gym and family spaces. Irama Hotel’s tagline, “Feel the rhythm”, sets the tone for the hospitality landmark as a place that connects people, moments, and memories through spaces which move effortlessly from one to the next.  The hotel also appointed GO Communications (GO) to oversee aspects of public relations and brand communications duties. As part of this appointment, GO will manage a full suite of services, including public relations, branding, creative communications, and social media management. Besides building visibility, GO will work closely with the Irama team, led by general manager and hospitality veteran, Praba Ratha, to shape a distinct personality for the hotel. Related articles:  Raffles Hotels & Resorts picks regional PR agency for Asia Mandarin Oriental expands portfolio in China with new Suzhou hotel  Marriott Bonvoy makes loyalty as easy as checking in  source

Kao Corporation is rolling out a new brand communication initiative for its feminine sanitary product brand, Laurier, across nine Asian countries and regions starting International Women’s Day, 8 March. Anchored around the message “Comfort, Made Together,” the campaign seeks to foster more supportive environments around menstruation, so women can feel at ease both physically and emotionally. As part of this next phase, the brand is rolling out a unified creative platform across Asia, featuring shared visuals, nine localised anthem films, and a dedicated campaign website to reinforce a consistent brand worldview across markets. Don’t miss: Laurier and Salvo push menstrual leave into the mainstream with ‘Surat izin menstruasi’  Central to this rollout is a hero film of the same name. The film follows women of all ages navigating everyday moments, capturing the quiet, often unspoken realities of being on their period. Those who experience menstruation may recognise the relatable scenarios: nodding off mid-task, swapping a stained light-coloured skirt for black leggings, checking a breakout in the mirror, or quietly shedding tears over a donut at work. The film also features a voiceover from a radio DJ named “Laurier,” who shares messages from listeners navigating difficult days, whether they simply “want to be left alone” or are having a particularly tough week. Throughout the film, the DJ responds with empathy, affirming the complex emotions that can surface during menstruation. “We want to create a world where you can feel accepted just as you are. Laurier is here to listen,” she says. A survey of 4,500 women across the nine markets revealed that menstrual symptoms and concerns impact overall daily comfort, highlighting the need for understanding and support beyond personal coping. Through these insights, Laurier aims to go beyond providing products, offering information and educational support that helps women live without feeling restricted by their periods. The campaign complements Laurier’s ongoing initiatives across the region, such as “Laurier in workplace” and “Laurier in School” in Japan, and Indonesia’s “Dr. Laurier”, which provides expert guidance on menstruation. Menarche education is also delivered across all nine countries and regions, reinforcing the brand’s role as a lifelong partner for women. Kazuya Miyashita, president of the Sanitary Business at Kao, said the campaign marks the next stage in building a consistent global brand. “While menstrual concerns and feelings vary from person to person, there are many aspects of menstruation that have been discussed as something to be endured or a personal issue.” “Through this communication campaign, Laurier aims to elevate menstrual concerns beyond a personal issue, encourage understanding from others, and foster an environment in which women can live with greater peace of mind. As a core brand in Kao’s Asian business, Laurier will continue to contribute to sustainable growth and the realization of a society where women can live their lives with comfort, confidence, and fewer limitations—no matter the day,” added Miyashita.  In November last year, the brand launched a campaign titled “Surat izin menstruasi” (‘Menstruation leave note’), a campaign designed to normalise taking time off during heavy-flow days and to dismantle stigma around menstrual pain in Indonesia. Built around the tagline #WaktunyaRelax (‘Time to relax’) the campaign unfolded in three phases. Phase one focused on making menstrual pain visible through pop-art-style illustrations, produced with young illustrator Dila (@adilaam) while phase 2 introduced the formal menstruation leave note itself. The letter served as a symbolic push for women to legitimise rest for their own wellbeing. Phase three extended the message through influencers, each amplifying the concept to their respective audiences Related articles:   KAO’s Attack refreshes brand image to resonate with young consumers in HK Blood destigmatises menstruation with ‘Period squad’ campaign  Iman Troye crafts catchy original song for new Kotex product launch   source

adidas Originals is turning the spotlight back on its signature sneaker, the Superstar, with a cinematic Spring 2026 campaign that celebrates its cross-generational influence. Legendary actor Samuel L. Jackson returns, navigating a surreal hotel in search of his “Superstars” – a new wave of cultural icons including global music star JENNIE, model Kendall Jenner, football prodigy Lamine Yamal, musical innovator Baby Keem, NBA star James Harden, skateboarding legend Tyshawn Jones, and rising pop talent Olivia Dean. The campaign, directed by photographer and filmmaker Thibaut Grevet, positions the Superstar as more than a sneaker. In the 90-econd spot, Jackson moves through Hotel Superstar, a timeless, cinematic space where each room reveals an icon shaping today’s culture. The narrative reinforces the shoe’s status as “The Original icon”, a symbol of self-expression, style, and authenticity unbound by eras. Don’t miss: adidas kicks off FIFA World Cup 2026 festivities with star-studded short film The Spring 2026 collection updates the classic silhouette with subtle tonal and textural shifts across apparel and footwear. Men’s pieces feature looser tracksuits, denim shorts, and jacquard jerseys, anchored in the brand’s signature black-and-white palette and energised by bold red accents. Women’s designs, highlighted by Kendall Jenner, reinterpret the track jacket in structured faux leather, crochet, and the equipment blocking red jacket, blending sport and streetwear. adidas Originals plans a global rollout with coordinated brand activations, immersive experiences, and digital content designed to reinforce the Superstar’s enduring cultural footprint. ”The campaign celebrates the next era of the Superstar through both timeless design and cultural relevance,” said Annie Barrett, vice president of marketing, adidas Originals. “Superstars never go away, they are timeless and iconic. This season, we continue to show the relevance of this sneaker across music, fashion, sport, and art. The new campaign pushes the bounds of reality with unexpected twists.” The campaign builds on adidas Originals’ earlier “Superstar, the Original” push from July last year, which positioned the sneaker as more than a throwback. That campaign also enlisted Samuel L. Jackson and a cross-generational cast – including Missy Elliott, Mark Gonzales, NBA star Anthony Edwards, GloRilla, Teezo Touchdown, Gabbriette, and JENNIE – to reinforce the Superstar’s legacy as a cultural icon. Directed by Thibaut Grevet, the two-part films, “Pyramids” and “Clocks”, drew parallels between ancient monuments and the shoe’s enduring influence, bridging decades of music, sport, and street style. Related articles: What ‘authentically Singaporean’ means for global brands like adidas  Audi F1 Team and adidas team up for high-performance style on and off the track    adidas and BAPE blur the lines between football and fashion source

Singapore Tourism Board (STB) Oceania is inviting travellers to discover a side of Singapore beyond the usual Instagram highlights with its new campaign, “Travel outside your algorithm”. The campaign challenges algorithm-led travel by sending three Australian celebrities off-script, off-feed, and into discovery across the Lion City. Developed by global travel, creativity, and culture platform Exceptional ALIEN, the campaign follows former world No. 1 tennis champion Ash Barty, self-taught cook and TV personality Hayden Quinn, and singer-songwriter Ruel, all of whom have visited Singapore before, as they follow a series of chat-bubble prompts that redirect them away from what they’re generally known for toward experiences they may never have clicked on, proving that the city’s most memorable moments can start where the algorithm ends. Using specially curated “travel playbooks,” the trio explores secret gardens, rooftop escapes, hidden hawker gems, and street-level creativity. From off-grid culinary adventures to immersive cultural experiences, each journey reshapes how viewers see the city. Exceptional ALIEN acts as a human-first compass, handpicking insider recommendations that go beyond search results and social feeds. Don’t miss: Changi Airport turns five-day stopover into social media stunt with Aussie TikToker The 90-second teaser shows Ruel wandering Chinatown’s hidden back alleys, Barty exploring Mandai’s Bird Paradise, and Quinn venturing into Pulau Ubin’s natural landscapes. They also take part in sports, sightseeing, and sampling some of the city’s beloved dishes. Viewers can follow their individual journeys in full on the campaign’s landing page and across the celebrities’ social channels, as well as VisitSingapore and Exceptional ALIEN’s platforms. For the three celebrities, “Travel outside your algorithm” was as much about personal discovery as it was about the city itself. Barty, taking in Singapore through a family-minded lens, was struck by how compact yet intentional the city is. From Mandai’s sprawling wildlife experiences to heritage laneways in Katong-Joo Chiat, she found joy in slowing down, noticing details, and reclaiming spaces she’d only previously rushed through. “The Singapore you think you know from flying through? That’s not the real one. The real one is waiting for you to stay, to look up, to wander, to ask questions,” she said. Ruel experienced Singapore beyond the spotlight and the tourist path, diving into the layers of Chinatown’s heritage, vintage fashion, and culinary culture. He discovered that the city’s past and present coexist naturally, from family-run restaurants to contemporary street art. The playful side of Singapore caught him off guard, from indoor standing waves to pickleball, highlighting the adventurous energy that sits alongside its heritage. Quinn found surprises in the city’s wild side. Beyond the famed hawker centres and Michelin-starred restaurants, he explored Pulau Ubin’s mangroves, the Southern Ridges’ elevated rainforest paths, and marine life in the Oceanarium. For him, Singapore’s compact size made it possible to experience nature, culture, and adventure in a single trip, with each moment offering fresh inspiration and memorable experiences. The campaign launches a month after STB Oceania unveiled record 2025 visitor arrivals, with Australia surpassing its fifth position to become the fourth-highest market at 1.3 million visitors, an 8% increase over 2024. Australia also remained among the top three tourism-revenue-generating markets, contributing SG$1.54 billion, behind Mainland China (SG$3.68 billion) and Indonesia (SG$2.09 billion). “Social media algorithms work really well at giving you what you already like, which can also be a disadvantage when you travel. If your feed keeps serving you the same ‘top 10s’ and the same photo opportunities, you don’t truly discover a destination,” said Edward Koh, executive director, International Group & Oceania, STB. He added, “We’re seeing strong momentum from Australia and New Zealand, and ‘Travel outside your algorithm’ builds on that by challenging Aussies and Kiwis to find the Singapore they don’t already know – whether they’re visiting for the first time or returning with a new lens. Our campaign shows that even if you think you know Singapore, the city has layers that can surprise you when you embrace the unfamiliar.” Building on this approach, STB Oceania also launched a gamified TikTok travel miniseries, “The Journey: Singapore“, in January last year. In partnership with global social media agency Komodo, the series followed Australian content creators competing in four interactive challenges across the city, with one lucky follower winning a trip for two. Hosted by TV personality Josh Moss, the series featured creators such as Olympic diver Sam Fricker and viral dance sensation Nathan Lust, with TikTok LIVE Diary Rooms offering behind-the-scenes glimpses and creator confessions. The series marked the second Australian campaign under STB’s “Made in Singapore” initiative, continuing the board’s push to connect with travellers through innovative, social-first storytelling. Related articles: Tourism Tasmania offers one SG resident a chance to swap heat for a ‘Winternship’  Traveloka, STB unveil regional push for spontaneous weekend escapes to Singapore   ‘Superman’ actor David Corenswet explores Singapore’s high life in STB collab    source

This post is sponsored by Broadsign. Singapore is a city in constant motion. Every day, millions of commuters navigate the island’s extensive transit network – travelling through SMRT stations, riding buses through neighbourhoods, and moving between the central business district and residential heartlands. For Stellar Ace, the media and advertising arm of SMRT, these transit journeys represent powerful opportunities to connect brands with audiences in contextually relevant moments. Operating Singapore’s largest transit-based out-of-home network, Stellar Ace manages more than 15,000 digital and static advertising assets that deliver over 1.3 billion weekly impressions across the island. We sat down with Tony Heng, president of experience, to learn how the company is redefining transit advertising in one of Asia’s most connected cities with the help of the Broadsign platform. Powering this vast network is Broadsign, the technology partner that enables Stellar Ace to deliver advertising at unprecedented scale and sophistication. Broadsign powers Stellar Ace’s digital screens and provides state-of-the-art capabilities that make every campaign execution seamless, dynamic, and effective. From centralised content management to real-time campaign optimisation, Broadsign’s platform serves as the operational backbone that transforms Stellar Ace’s extensive physical infrastructure into an intelligent and responsive advertising ecosystem. From transit operator to media powerhouse As the media arm of SMRT, one of Singapore’s major public transport operators, Stellar Ace occupies a unique position in the city-state’s advertising landscape. The company doesn’t just sell advertising space – it orchestrates brand experiences across an integrated ecosystem where millions of Singaporeans commute, shop, work, study, and play. “We turn everyday transit journeys into meaningful media touchpoints, connecting brands with millions of commuters,” Heng says. With approximately 4,000 train assets, 11,000 street-level screens, and 80 mall assets, Stellar Ace delivers both the scale and precision that modern advertisers demand. Audience intelligence at the core What sets Stellar Ace apart in Singapore’s competitive media landscape is its audience-centric, data-driven approach. Through DataPro, the company’s in-house data and insights team, Stellar Ace combines multiple data sources to build detailed commuter personas – from young professionals to families to value-conscious consumers. “We care about what advertisers want,” Heng says. “By combining different data sources to segment commuter personas such as young professionals, families, and gamers, we help brands connect with the right people in the right context.” This intelligence allows advertisers to move beyond simple reach metrics and target audiences based on behavioural patterns, journey habits, and demographic profiles. Whether a brand wants to reach CBD professionals during morning commutes or families in residential neighbourhoods during evening hours, Stellar Ace’s data capabilities enable precision at scale. Every street, every screen, island-wide Stellar Ace’s network architecture reflects Singapore’s unique geography and commuting patterns. The company’s assets span four key categories: Trains: SMRT trains and stations, including high-traffic locations such as Orchard, Bayfront, and Serangoon, delivering 33.4 million weekly impressions island-wide. Streets: More than 11,000 static and digital bus shelters, bus shelter rooftops, in-taxi screens, overhead bridges, linkways, and HDB (public housing) locations, generating more than 528.6 million weekly impressions. Malls: Commercial and lifestyle spaces that capture audiences during shopping and leisure activities, contributing more than 6.5 million weekly impressions. Online: The WINK+ mobile app extends the network into the digital realm. “From the CBD to the heartlands, we provide advertisers with both scale and precision, reaching audiences everywhere they go,” Heng says. This comprehensive coverage ensures brands can maintain consistent visibility throughout the consumer journey – from the morning commute to the workplace to evening shopping trips. Industry reach that mirrors Singapore’s economy Stellar Ace’s client base reflects the diversity of Singapore’s economy. The network serves retail, finance, F&B, technology, government, and lifestyle sectors supported by what Heng describes as “the largest transit OOH footprint in Singapore”. This industry reach at scale makes Stellar Ace particularly valuable for campaigns requiring both mass awareness and targeted precision. A financial services brand can reach business professionals in the CBD while simultaneously maintaining visibility in residential areas. A retail brand can synchronise messaging across train stations and nearby shopping malls. The connected commuter ecosystem Perhaps most importantly, Stellar Ace has created what Heng calls “a connected ecosystem that captures audiences as they commute, shop, work, study, and play”. This isn’t just about placing screens in transit locations; it’s about understanding the full context of commuters’ daily lives and creating meaningful brand touchpoints throughout their commute. In a city where 75% of daily trips are made on public transport, and where the average commuter spends significant time in transit, these touchpoints represent valuable attention opportunities. Stellar Ace’s integrated approach ensures brands can deliver contextually relevant messages at the moments when audiences are most receptive. Powered by Broadsign Managing a network of this scale and complexity requires sophisticated technology infrastructure. Stellar Ace relies on Broadsign’s platform to streamline operations, optimise inventory management, and enable the dynamic, data-driven campaigns that modern advertisers expect. As Singapore continues to evolve as a smart city and regional business hub, Stellar Ace’s position at the intersection of transit, technology, and advertising positions the company to shape the future of OOH in Asia. With island-wide coverage, audience intelligence capabilities, and the operational backbone provided by Broadsign, Stellar Ace is transforming how brands connect with one of the world’s most connected urban populations. View the full interview with Mr Tony Heng, President of Experience at Stellar Ace here. To learn more about how Broadsign powers transit advertising networks worldwide, visit broadsign.com. To learn more about Stellar Ace’s operations and extensive OOH media network, visit stellarace.com.sg. source