To that end, STB offers local insights to ensure content is accurate and resonates with audiences, while also helping to facilitate the production process.
But it ultimately adopts a “collaborative approach” that respects the vision of production teams and ensures “creative control” remains with them, said Tan.
For example, when working with Netflix and Box to Box Films on the 2019 documentary series Formula 1: Drive To Survive, STB recommended and connected producers to various local attractions, and helped with location access and permits.
Still, the production house had “creative freedom to capture Singapore’s Formula One Grand Prix and the vibrancy of the city”.
Tan highlighted that the varied nature of STB’s branded entertainment partnerships means each requires “a distinct approach depending on the creative concept, production scale, technical requirements and stakeholder involvement”.
But what’s important is to prioritise projects where Singapore plays an “integral role” in the story, not just an “interchangeable backdrop”.
STB leans into authentic and credible digital content in its partnerships with global celebrities, profiling Singapore’s “distinctive character” in a natural way that avoids “the feel of traditional tourism advertising”, she added.
It also seeks partnerships where Singapore inspires creative expression.
American pop-rock band OneRepublic’s song Singapore, for instance, “emerged organically” from the band’s experiences here. The track featured on their sixth studio album, released in 2024.
“From our architectural landmarks to street food culture, this genuine appreciation translated into content that audiences trust and engage with more deeply,” Tan said.
And as destination marketing evolves, STB sees branded entertainment as “a powerful way to not only profile Singapore’s physical attractions, but also our culture, people and stories”, she added.
“This approach helps overcome marketing fatigue by integrating our destination organically into content that audiences actively choose to consume.”
