What does creative industry mean for Singapore brand? What is the role of citizen’s creativity in city development?

“The Creative Industries provide Singapore with a competitive edge by helping to differentiate the products and services that we have to offer. This helps to set us apart, as consumers begin to look beyond price, utility and quality, to factors such as customer experience, look and feel. Apart from fostering a conducive environment for Singapore to thrive as a Creative Hub, developing innovative and creative people is also fundamental to the success of our Creative industries and Singapore.”

Who is responsible for building the city image? Government? External entities? Organisations?

“The Ministry of Information, Communications and the Arts (MICA), together with the Ministry of Trade and Industry (MTI), co-chairs an inter-ministry ‘National Marketing Action Committee’ to encourage a whole-of-government approach to market Singapore holistically.  This national marketing platform, formed in 2006, communicates the strength of the Singapore brand, as well as our aspirations for the country’s development, to both internal and external audiences.

 

Is it possible to create a positive image of the city without acceptance, understanding and support from citizens/residents?


The Singapore brand consists of a set of attributes, namely  nurturing, transforming, collaborating and daring to dream, which reflect the drive of Singaporeans to explore as well as the way in which we nurture the spirit that challenges us to stimulate and embrace change which opens up bold new arenas for collaboration and transformation, inspiring us to dream and conquer new frontiers.

What are your external communication actions directed to investors, tourists?

MICA also undertake initiatives that project Singapore holistically to the world. To date, we have produced a range of marketing materials , as well as commissioned vignettes and stories, to introduce Singapore to our target audiences. We have also leveraged on arts and culture to showcase our multicultural heritage and the vibrancy of Singapore as a choice location to live, work and play. MICA will continue to work with local businesses and marketing and communications professionals to communicate the strength of the Singapore brand to both Singaporeans and the international audience.”

With Mr Muhd Hanafiah, Director of Industry Division and Ms Carol Tan, Director of Resilience and Marketing Division, Ministry of Information, Communications and the Arts talked Maciej Mazerant