Skift CMO Interviews: Shifting the Destination Brand Story at Singapore Tourism
Skift Take
Singapore is developing more strategic storytelling, more digital content, and more experiential marketing campaigns to show that the city-state has a dynamic and creative personality.
Editor's Note: Following our previous CEO interview series in online travel, hospitality, and destinations, Skift has launched a new series, this time focused on Chief Marketing Officers.
To better understand the big marketing challenges facing travel brands in an age when consumers are in control, Skift's What Keeps CMOs Up at Night will talk with the leading voices in global marketing from across all the industry's sectors.
These interviews with leaders of hotels, airlines, tourism boards, digital players, agents, tour operators and more will explore both shared and unique challenges they are facing, where they get insights, and how they best leverage digital insights to make smarter decisions.
This is the latest interview in the series.
The Singapore Tourism Board has spent the last few years emphasizing the cultural and creative aspects of the destination to add a new layer to the overall brand story.
Central to that goal, the completely reworked YourSinga
