With travel slowly opening back up in Asia, the Singapore Tourism Board wants to remind people of their wanderlust by reimagining all the experiences the country has to offer. SingapoReimagine is an international campaign meant to attract the global community to the city state.

As an Ambassador of this campaign, Charlie Puth has partnered with the tourism board and Warner Music Singapore to get an up close and personal look at all the iconic spots and hidden gems Singapore has to offer. The collaboration, which will culminate in a video released this October, features the multi-platinum artist’s travels around the city.

Charlie’s one-week trip showed the latest photo-worthy spots and interactive spaces at the Marina Bay waterfront promenade, as well as Long Bar at Raffles Hotel which is home to the famous national cocktail, the Singapore Sling.

Charlie also explored lesser-known locations such as The Projector, a historic movie theater turned independent creative platform. As well as Joo Chiat, with its eclectic mix of offerings including local venus and bars for music and culture enthusiasts.

The S$8 million dollar program by the Singapore Tourism Board (STB) is part of efforts to support tourism and strengthen Singapore’s appeal as a choice destination for business and leisure. Spotlighting Local businesses across tourism and lifestyle industries to promote Singapore and recapture international demand.

Ms Choo Huei Miin, Brand Director STB, said: “The sights and sounds of our city is a great match with Charlie’s passion and creativity. We were thrilled that Charlie chose Singapore as the only destination in Asia for his album promo, giving us the opportunity to work with Warner Music to showcase our diverse offerings through his talent. As international travel recovers, such creative collaborations help us reach a global audience and position Singapore as a must-visit destination that offers unlimited possibilities.”

Mr Gerald Ang, Managing Director, Warner Music Singapore, said: “It’s a privilege to have a global superstar like Charlie Puth play such an integral part of STB’s SingapoReimagine campaign. Charlie’s musical talent and boundless creativity comes together perfectly to bring the Singapore experience to his fans in an authentic and imaginative way.”

Chang Chee Pey, Assistant Chief Executive of STB’s Marketing Group, said: “Through the SingapoReimagine Marketing Programme, we hope to rally the local industry to reimagine the way they promote Singapore, and work with like-minded partners to cut through the clutter as destinations compete for a slice of the travel pie. For our tourism sector to recover strongly, businesses must cement our position as a must-visit destination with diverse and appealing offerings. I look forward to seeing the innovative and bold marketing ideas that can help us achieve this.”