Singapore launched a global branding campaign aimed at businesses and talent, seeking to keep its economic appeal visible as other destinations compete for investment and visitors, a senior official told CNA.
Beh Swan Gin, permanent secretary (trade and industry) at Singapore’s Ministry of Energy, Trade and Industry, told CNA in an Oct. 20 interview that the country must promote its strengths rather than rely on its established reputation. “If we don't do this, we'll be forgotten,” Beh said.
The Ministry of Trade and Industry introduced “When You’re Ready” on Sept. 22. The ministry took the name Ministry of Energy, Trade and Industry on Oct. 1. It said the campaign marks the start of a multiyear effort aimed at a global business audience.
The campaign presents Singapore as a place where capital, talent, ideas and data can come together. Its three themes are “Trusted to Deliver,” “Globally Central” and “Better Together.” The launch also included a 60-second brand film.
Beh told CNA that cities and countries are competing for investment and tourists. His warning puts visibility at the center of the campaign’s business pitch: Singapore wants prospective investors and visitors to consider what it offers rather than assume they already know it.
The ministry quoted DBS Group CEO Tan Su Shan as saying trust gives Singapore a competitive advantage amid global uncertainty. She also told CNA that a reliable environment matters to businesses making substantial commitments.
The Zero Parlour, the campaign’s first major event, ran Sept. 21-23 at Madison Square Park in New York during Climate Week NYC. The ministry described it as a venue for discussions about shared climate challenges. The event opened one day before the campaign’s formal launch.
The ministry described “When You’re Ready” as a starting point for future brand campaigns.
