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STB Travel Marketing Advertising

Singapore Tourism Board kicks off 2019 with Facebook AR filter and new Action Seekers film


By Shawn Lim, Reporter, Asia Pacific

January 8, 2019 | 4 min read

The Singapore Tourism Board (STB) has created an augmented reality camera filter on Facebook to promote Singapore as a constantly evolving travel destination and launched a new film as it ramps up its marketing efforts for 2019.


The Visit Singapore Facebook Filter, which was created by TBWA and creative technology company AliveNow.

The Visit Singapore Facebook Filter, which was created by TBWA and creative technology company AliveNow, allows users to find the most exciting locations around Singapore and transports them there with AR.

Users can take selfies and record videos of themselves and their friends while wearing fun props that are unique to each location’s vibe.

The AR filter is part of STB’s Passion Made Possible campaign, which aims to showcase the country’s entrepreneurial and innovative strengths to the world under a joint branding campaign between its tourism and business-government agencies to market the country to tourists, consumers, investors, and businesses.

Last week, to kick-start its Passion Made Possible campaign activities for 2019, the STB unveiled its new Action Seekers tribe film, which targets visitors who are looking for adventure and sports in Singapore.

The film showcases young athletes being coached by wakeboarder Sasha Christian, mixed martial arts fighter May Ooi, indoor skydiving World Cup champion Kyra Poh and head coach for youth, Football Association of Singapore, Fandi Ahmad.

“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 Lim Shoo Ling, the director of brand at 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 Action Seekers campaign also features sporting activities in Singapore like go-karting, skating, wakeboarding, as well as sporting events such as the annual Formula 1 Singapore Grand Prix and HSBC Singapore Rugby Sevens.

STB was one of the recipients of The Drum’s New Year Honors for throwing its weight behind the Crazy Rich Asians movie – the first film by a major Hollywood studio to feature a majority Asian American cast. It was nominated for Best Motion Picture in the comedy category at the 76th Golden Globe Awards.

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