Singapore Tourism Board (STB) has designed a unique approach for showcasing the country at global trade shows and consumer events, by using an innovative installation to offer an immersive and engaging experience for people to learn about the city.
Named ‘City of Possibilities’, the physical model features eight well-known landmarks and points of interest in Marina Bay and Sentosa, Gardens By The Bay, Marina Bay Sands, National Gallery, Siloso Beach, Merlion Park, Esplanade, Resorts World Sentosa, and Raffles Hotel.
While the model itself showcases the beauty of the landmarks, the installation’s inventive aspect is that it also acts as a console to bring users on a virtual tour around the locations. It includes two physical avatars used to navigate around the area and control the tour. The interactive experience leverages on technologies such as 360 video, radio-frequency identification (RFID), and 3D printing to bring Singapore to life.
Each of the eight landmarks has its own hotspot pad on the model. When an avatar is placed on these, the corresponding interactive tour is initiated on the large digital screen in front; and if both avatars are concurrently on the console, a split-screen is activated to accommodate two users. By simply rotating the avatar, users can change their view of the 360º video tour and select which activities they want to learn more about. Headphones with ambisonic spatial audio
provide an immersive experience.
The activation allows users to explore the city through the lens of Singapore’s seven passion tribes, and provides a large variety of experiences, from walking through the Cloud Forest (Explorers), to taking a ride at Adventure Cove Waterpark (Action Seeker), and even going behind the Long Bar at the new Raffles Hotel (Socialisers).
Terrence Voon, Director, Digital and Content, STB said: “STB is constantly on the lookout for innovative ways to appeal to our target audience. In line with our vision to be an agile, bold and creative marketing organisation, City of Possibilities was conceptualised to allow users to experience Singapore even without being here. Through this interactive showcase, our audiences can discover the sights, sounds and stories that make Singapore a city of endless possibilities.”
The concept was created by TBWA\Singapore, alongside production partner, AIRBAG Productions.
“We were looking for a novel way to showcase the best of Singapore, and continue expressing to the world what it means to imagine new possibilities and create new realities,” said Toby Thurston, Head of Technology at TBWA\Singapore. “This combination of detailed craft and engaging tech, provides a unique immersive experience for businesses and tourists alike to explore and discover what Singapore has to offer.”
The activation was first launched last month at ITB Berlin, the world’s largest travel trade fair, and was most recently showcased at STB’s Tourism Industry Conference in Singapore earlier this week. It will continue to be displayed at various trade shows and consumer events across the globe, including Frankfurt, Las Vegas and Barcelona.
Brand Lead: Mandy Wong
Brand Director: Ellen Tan
Brand Manager: Jerine Lee
Head of Technology: Toby Thurston
Executive Creative Directors: Gary Steele, Hagan de Villiers
Creative Director: Anam AS
Copywriter: Lena Paik
Senior Art Director: Marvin Liang
Agency Producer: Sariyanti Sannie (Sixtoes)
Project Manager: Nash Tan
Production House: AIRBAG Productions
Tech Director: Steven Nicholson
Producer: David Curry
Producer: Nick Venn
Director: Aaron Wilson