Tiger and STG promote local talent

SINGAPORE, 17 June 2019: Singapore Tourism Board (STB) and Singapore’s renowned brand Tiger Beer inked a two-year partnership today to promote Singapore through joint marketing activities.

Both brands will commit SGD3.2 million to the partnership.

Key partnership points

Innovative products such as augmented reality (AR) effects for Tiger Beer’s Tiger District Bottles.

Creative consumer experiences in Singapore at Tiger Street Lab, Tiger Beer’s first global experiential concept store.  And globally, such as an upcoming pop-up in Tokyo, Japan.

Global marketing through joint campaigns in international markets.

The collaboration comes naturally as both brands – STB’s Passion Made Possible and Tiger Beer’s Uncage Your Tiger – are similarly focused on supporting homegrown talents and telling their stories on a global stage.

STB’s Passion Made Possible brand encapsulates Singapore’s never-settling spirit of determination in making passions possible and focuses on celebrating local talents through films, consumer events, marketing campaigns and industry partnerships.

Tiger Beer has been championing local emerging talent and providing them with a global stage to Uncage their Tiger through Tiger Raw Roar platform, Tiger Street Food and Tiger Street Lab at Jewel Changi Airport.

STB and Tiger Beer also target similar consumer segments, namely those with a passion for dining and socialising1.

“Passion Made Possible celebrates the spirit of Singapore by putting the spotlight on our home-grown talents and sharing their Singapore stories with the world,” said STB’s assistant chief executive (marketing), Lynette Pang.

“We believe this is an authentic way of highlighting what’s unique about destination Singapore. Tiger Beer shares the same brand belief. We look forward to partnering.”

Tiger Beer launched the Tiger District Bottles in 20 limited-edition designs on 1 June. The Tiger District Bottles bring a local twist to Singapore’s favourite local beer, with custom designs featuring elements that define the culture of each district. Showcasing both modern and heritage icons of the community, each bottle is emblazoned with a recognisable landmark illustrated in a vibrant and colourful manner.

In the spirit of collaboration, STB will bring four out of 20 Tiger District Bottle designs to life, telling the stories of popular tourism precincts rich in local heritage and culture through AR technology.

The four selected bottle designs with AR effects are Chinatown, Bugis, Katong and Tiong Bahru.

The incorporation of technology and AR effects allows both brands to broaden their marketing reach and reach consumers in a fun and interactive manner.

The AR effects for Chinatown and Bugis went live on 13 June and Katong and Tiong Bahru will go live on 21 June.