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Tourism Board Switches Formulaic Celebrity Sports For Local Talent
They are showcased in a film ‘Be Unstoppable’ targeted at action seekers, a key demographic that the STB is addressing through this activation. Featuring skateboarders, wakeboarders, indoor skydivers, ice-hockey players, BMX freestylers and go-kart racers among others, the film has been directed by local filmmaker Desmond Tan.
Some of these young athletes also feature in Tiny Trainer tutorials, a series of videos where the likes of go-kart racer Christian Ho teach tennis player Martina Hingis a few pro-tips on the sport he excels in.
Another segment is ‘Action Seeker Stories’, where athletes Kyra Poh and Choo Yi Xuan who won gold at the Indoor Skydiving World Cup take viewers through a personal tour of Singapore alongside swimmer Joseph Schooling.
The strategic point of note here is that this is a palpable move by the national Tourism Board to showcase home-grown talent versus mainstream (sporting) talent. This campaign comes almost a year to the day after STB were outbid for the next cycle of the WTA Finals – the end of season finale for the Women’s world tennis tour – after hosting the event for 5 years to much hoopla.
STB has said that ‘Be Unstoppable’ will be distributed through both broadcast and online media, while the tutorials and other action seeker brand personality videos will be on social media platforms in key overseas markets.
