STB and Tiger Beer pledge $3.2m in campaign to promote Singapore

The two-year partnership will see STB bring to life four Tiger District Bottle through AR technology.

The Singapore Tourism Board (STB) and Singapore-born beer brand Tiger Beer have inked a two-year partnership, which will see both parties commit a total of $3.2m, to promote Singapore through joint marketing activities, an announcement revealed.

The partnership covers three key areas, comprising developing products such as augmented reality (AR) effects for Tiger Beer’s Tiger District Bottles, providing consumer experiences in Singapore at Tiger Beer’s first global experiential concept store Tiger Street Lab, and global marketing through joint campaigns in international markets.

Tiger Beer launched the Tiger District Bottles in 20 limited-edition designs on 1 June, which feature custom designs depicting elements that define the culture of each of Singapore’s districts. 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,” they said.

Local artist Eugene Soh was commissioned to create AR effects for the four precincts. Using the Facebook application on mobile devices, consumers will be able to see iconic landmarks such as People’s Park Complex, The Red House, Bugis Street, and an old flat in the Tiong Bahru estate by scanning the unique district symbol on bottles.

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

STB and Tiger Beer also unveiled an artwork symbolising the partnership between the two brands. The artwork, created by Singaporean urban artist ANTZ, portrays a tiger and a lion encircling each other. The artwork will be displayed at Tiger Street Lab, as part of the brands’ ongoing efforts to promote local talents.

Over the next two years, STB and Tiger Beer will reportedly tap on each other’s upcoming overseas consumer activities and events to grow audience reach and deepen engagement. For a start, STB and Tiger Beer will team up for a consumer pop-up in Tokyo, Japan sometime in October.