The Singapore Tourism Board (STB) and The Shophouse @ Publicis have teamed up to launch a new campaign titled 'The World’s Best MICE City'. This initiative is the first in a series under the 'Made In Singapore' platform, which was established to inspire travel and showcase the city-state's allure.

The campaign seeks to solidify Singapore's reputation as the 'World’s Best MICE City' and a premier destination for business events. It was developed in collaboration with BBH Singapore, Zenith Media, and Digitas of The Shophouse @ Publicis. The campaign film, directed by Roslee Yusof, narrates the journey of two MICE delegates who find inspiration from businesses and events in Singapore.

"Each year Singapore hosts a vibrant calendar of MICE events, many of which facilitate meaningful conversations and collaborations to address the most pressing challenges of our world. We wanted to capture the emotional journey of delegates at these events, and how their experience in Singapore, enables them to create positive lasting impact, beyond Singapore," said Janson Choo, Executive Creative Director at BBH Singapore, The Shophouse @ Publicis.

The campaign aligns with STB’s 'Passion Made Possible' destination brand, which celebrates the Singapore spirit of creating possibilities and making ordinary moments extraordinary. The campaign will progressively roll out across key markets and regions including China, Europe, Germany, Indonesia, and the United States.

"In a world where connection and innovation are the bedrock of progress, Singapore stands as the beacon for the future of MICE. Our city blends the best of business and leisure, crafting experiences that go beyond meetings to spark new ideas and forge global partnerships. This campaign is not just an invitation; it's a call to be part of a journey where every event in Singapore is a step towards shaping the future," added Kenneth Lim, Associate Chief Executive at Marketing Group.