Modern Marketing Singapore San Francisco

Singapore is building bridges with San Francisco via a partnership with Lyft and Pandora


By Charlotte McEleny | Asia Editor

September 27, 2016 | 4 min read

The Singapore Tourism Board has launched a campaign with startup partnerships at its heart in the hope of showing people that Singapore and San Francisco have more in common than they think.

Singapore Tourism Board

Singapore Tourism Board wants to promote its similarities to San Francisco

The campaign revolves around two key deals with Bay Area companies Lyft and Pandora. The overall message of the campaign is to show how Singapore is culturally progressive and innovative while a tactical side of the campaign aims to promote Singapore Airlines’ launch of non-stop flights between San Francisco and Singapore in October.

Kershing Goh, regional director of Americas, Singapore Tourism Board, told The Drum: “Singapore and San Francisco share a lot in common. Both destinations are home to innovation and thriving new ideas. In fact, Singapore, at just 51 years old, was born from these two very things and everyday we’re inventing new technologies to navigate the future. Both cities are also home to vibrant start-ups communities. So beyond the destination sights and sounds, we think the allure of being able to immerse and interact with like-minded communities will be a real appeal.”

The partnership with Lyft saw ‘YourSingpore’ branded taxis travel the city, with unsuspecting riders then taking part in immersive competitions within the cab. The winners of the competition will go on an all expenses trip to Southeast Asia, with the trips being published on a website after the campaign has finished.

The Pandora partnership will kick off after this in November and aims to show young people the cultural side to Singapore with the creation of the first Singapore playlist on the music streaming service. The playlist will include popular Singaporean musicians such as pop band The Sam Willows, rapper THELIONCITYBOY and multi-genre singer-songwriter Charlie Lim. It will have 80 tracks from over 12 Singaporean artists, curated in collaboration with Singapore music advocacy group, The Music Society, Singapore (SGMUSO).

This campaign is targeting young people but as an expensive city to visit, compared to other Southeast Asian and global destinations, Singapore heeds to promote other aspects. Goh says Singapore’s culture, it’s thriving restaurant scene and the eco credentials of the country will appeal to the younger audience it is trying to attract.

“Singapore boasts many specific innovations for younger travelers. For instance, we know that many of them are eco-conscience. Singapore, nicknamed “The Garden City,” is a self-sustaining, city-state is setting new global standards for urban planning, development and architecture through cutting-edge technologies.”

“There is also a burgeoning scene of local artists (like those featured on the Pandora playlist), young designers and young chefs, adding a different dimension into the appeal of traveling to Singapore. Many of these artistes bring global perspective yet weaving their crafts with an undeniable authentic Singapore voice,” she added.

Modern Marketing Singapore San Francisco

More from Modern Marketing

View all


Industry insights

View all
Add your own content +