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Never has taking a vacation been more important than in the last few months, with people locked inside their homes and hankering for some peace and a change of routine.

The local tourism industry has been badly impacted since 2020, marked by the frequent lockdowns and closed borders.

Last year the Singapore government launched a S$45m marketing push with the idea of encouraging locals to take a holiday within the country to help them cope with the travel restrictions in place around the world.

The last few months have seen some shoots of gradual recovery on the back of increased vaccination and travel bubbles created. 

To capture this optimism and recovery-led sentiment, Sentosa – one of Singapore’s most well-recognized and iconic holiday destinations – has launched its new brand campaign to reinforce the importance of taking a break.

Reimagining travel branding – musically 

The film, developed by BBH Singapore, is a sequel to last year’s much-talked-about ‘Make time for a holiday!’ campaign that had been launched with the idea “to get Singaporeans to make time for more holidays by venturing into the undiscovered side of Singapore’s holiday island”.

The film, made in an opulent Broadway musical style, gets the Sentosa Island Boy character back and also introduces new personalities, with an Island Girl and her family – all raring to take a much-needed holiday break – aided by many new characters, costumes, dancers and synchronized swimmers. 

Talking about the campaign that nudges Singaporeans to make time for a well-deserved break, Mira Bharin, Sentosa Development Corporation’s divisional director for marketing and guest experience, said: “It is more important than ever for us to take a conscious pause and step away from the stresses of daily life.” The idea of the campaign is to help the local people rediscover Sentosa’s hidden gems and various diverse leisure experiences, she added.

Culmination of a three-year relationship

Interestingly, this ambitious campaign also marks the end of a three-year retained relationship. BBH was on-boarded as Sentosa’s creative and digital agency of record in 2018. Adeline Siow, senior creative, BBH Singapore, said: “From handmade costumes that had over 2000 faux feathers to the graceful dance choreography to humorous touches like the social distancing crabassador, this piece is the best way of ending on a high note.”