{"id":71963,"date":"2025-08-16T05:19:08","date_gmt":"2025-08-16T05:19:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/71963\/"},"modified":"2025-08-16T05:19:08","modified_gmt":"2025-08-16T05:19:08","slug":"from-coldplay-to-blackpinks-jisoo-how-stbs-secret-campaigns-put-singapore-on-the-global-pop-culture-map","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/71963\/","title":{"rendered":"From Coldplay to Blackpink\u2019s Jisoo: How STB\u2019s secret campaigns put Singapore on the global pop culture map"},"content":{"rendered":"<p>To that end, STB offers local insights to ensure content is accurate and resonates with audiences, while also helping to facilitate the production process.<\/p>\n<p>But it ultimately adopts a \u201ccollaborative approach\u201d that respects the vision of production teams and ensures \u201ccreative control\u201d remains with them, said Tan.<\/p>\n<p>For example, when working with Netflix and Box to Box Films on the 2019 documentary series <a href=\"https:\/\/www.channelnewsasia.com\/singapore\/spore-grand-prix-boredom-netflix-thrill-engines-speed-carbon-emissions-4630071\" rel=\"nofollow noopener\" target=\"_blank\">Formula 1: Drive To Survive<\/a>, STB recommended and connected producers to various local attractions, and helped with location access and permits.\u00a0<\/p>\n<p>Still, the production house had \u201ccreative freedom to capture Singapore\u2019s Formula One Grand Prix and the vibrancy of the city\u201d.<\/p>\n<p>Tan highlighted that the varied nature of STB\u2019s branded entertainment partnerships means each requires \u201ca distinct approach depending on the creative concept, production scale, technical requirements and stakeholder involvement\u201d.\u00a0<\/p>\n<p>But what\u2019s important is to prioritise projects where Singapore plays an \u201cintegral role\u201d in the story, not just an \u201cinterchangeable backdrop\u201d.<\/p>\n<p>STB leans into authentic and credible digital content in its partnerships with global celebrities, profiling Singapore\u2019s \u201cdistinctive character\u201d in a natural way that avoids \u201cthe feel of traditional tourism advertising\u201d, she added.\u00a0<\/p>\n<p>It also seeks partnerships where Singapore inspires creative expression.<\/p>\n<p>American pop-rock band <a href=\"https:\/\/cnalifestyle.channelnewsasia.com\/entertainment\/onerepublic-singapore-song-title-artificial-paradise-393271\" rel=\"nofollow noopener\" target=\"_blank\">OneRepublic&#8217;s song Singapore<\/a>, for instance, \u201cemerged organically\u201d from the band&#8217;s experiences here. The track featured on their sixth studio album, released in 2024.<\/p>\n<p>\u201cFrom our architectural landmarks to street food culture, this genuine appreciation translated into content that audiences trust and engage with more deeply,\u201d Tan said.<\/p>\n<p>And as destination marketing evolves, STB sees branded entertainment as &#8220;a powerful way to not only profile Singapore&#8217;s physical attractions, but also our culture, people and stories&#8221;, she added.\u00a0<\/p>\n<p>\u201cThis approach helps overcome marketing fatigue by integrating our destination organically into content that audiences actively choose to consume.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"To that end, STB offers local insights to ensure content is accurate and resonates with audiences, while also&hellip;\n","protected":false},"author":2,"featured_media":71964,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28],"tags":[64,63,13539,405,1762,56334,134,136,56335],"class_list":["post-71963","post","type-post","status-publish","format-standard","has-post-thumbnail","category-music","tag-au","tag-australia","tag-blackpink","tag-bts","tag-coldplay","tag-culture-and-trends","tag-entertainment","tag-music","tag-singapore-tourism-board"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/71963","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=71963"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/71963\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/71964"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=71963"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=71963"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=71963"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}