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BBH Singapore creates Singapore Tourism Board’s global campaign to crown them as the premier destination for MICE events – togetherbe

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BBH Singapore and The Shophouse @ Publicis, in collaboration with The Singapore Tourism Board (STB), have launched a pioneering global campaign that redefines the MICE (Meetings, Incentives, Conventions, and Exhibitions) landscape, positioning Singapore as the ‘World’s Best MICE City’.


Marking the debut of a series of dynamic campaigns under ‘Made In Singapore’, the multi-year creative platform launched in September 2023 to inspire travel to Singapore. The ‘World’s Best MICE City’ showcases Singapore’s innovative approach to MICE events, and their role in creating lasting impact. In the past year alone, Singapore has hosted over 470 events, drawing an audience of more than 700,000 global delegates, illustrating its capability and appeal as a leading MICE destination.

Directed by Roslee Yusof, the ‘The World’s Best MICE City’ campaign showcases the journeys of two individuals immersed in Singapore’s vibrant events scene. Their transformative experiences at events focusing on ‘Innovations in Rehabilitation’ and sustainable food solutions powered by AI-driven farms highlight the intersection of technology, sustainability, and human ingenuity. This cinematic portrayal not only underscores the potential for meaningful change and innovation fostered by Singapore’s business events but also exemplifies how gatherings can serve as crucibles for personal growth and global advancements.

Khairul Mondzi, Executive Creative Director at BBH Singapore, The Shophouse @ Publicis, said: “Amid the anticipated surge in the MICE sector, particularly in the APAC region, our campaign dares to defy the sea of sameness that typifies MICE destination marketing. We’re not presenting a mere list of capabilities; we’re narrating Singapore’s unique story as a MICE destination. It’s about distinguishing Singapore and how deeply the country understands and caters to the evolving needs of this sector, ensuring that Singapore remains at the forefront of MICE innovation and transforming ordinary moments into extraordinary experiences.”

Kenneth Lim, Associate Chief Executive at Marketing Group, adds: “In a world where connection and innovation are the bedrock of progress, Singapore stands as the beacon for the future of MICE. Our city blends the best of business and leisure, crafting experiences that go beyond meetings to spark new ideas and forge global partnerships. This campaign is not just an invitation; it’s a call to be part of a journey where every event in Singapore is a step towards shaping the future.”

This campaign with BBH Singapore/The Shophouse @ Publicis, aligns with the ‘Passion Made Possible’ brand, set to make waves across key international markets. It invites the global MICE community to partake in Singapore’s exceptional offerings, encouraging the creation of events that not only exceed traditional expectations but also leave a meaningful, lasting legacy.

Client: Singapore Tourism Board
Creative Agency: BBH Singapore, The Shophouse @ Publicis
Media Agency: Zenith Media, The Shophouse @ Publicis
Production Company: Freeflow Productions

BBH Singapore creates Singapore Tourism Board’s global campaign to crown them as the premier destination for MICE events

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Miranda Cosgrove

My Miranda cosgrove is an accomplished article writer with a flair for crafting engaging and informative content. With a deep curiosity for various subjects and a dedication to thorough research, Miranda cosgrove brings a unique blend of creativity and accuracy to every piece.

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