It's no longer 'Uniquely Singapore' but 'YourSingapore' now

The 'Uniquely Singapore' tagline that most Singaporeans remember (and poke fun at) is gone -- in its place is a new campaign and website named 'YourSingapore.' And no that's not a typo, there's no space between 'Your' and 'Singapore.' Why that's so, we don't exactly know, but it's part of the Singapore Tourism Board's (STB) ongoing efforts to boost tourism and make Singapore more appealing to overseas guests.

The 'Uniquely Singapore' website's completely replaced as well; in lieu is a funky graphic-heavy web portal that highlights events, places and attractions on the island. The main idea is for overseas visitors to log in and personalize their own itinerary according to their individual needs, preferences and interests. It's rather messy and isn't exactly the easiest to navigate or load into a browser, but it's a change of style and approach with a lot more virtual tools and features built in.

According to a press statement from STB, "www.yoursingapore.com is an innovative and interactive platform that allows travellers to conceptualize and plan their individual Singapore travel itinerary in a user-friendly manner. The campaign website facilitates sharing of experiences among travellers and local residents alike, and will be powered by up-to-date multimedia content about all things Singapore. The website will deliver a new virtual experience that no other destination website currently offers."

Destination branding and advertising is a tricky business but it's big money and jobs for a lot of people, so there's a lot riding on 'YourSingapore' to be the new catchphrase. Whether it'll live up and compare to the likes of 'Incredible India,' 'Korea Sparkling,' 'Definitely Dubai,' 'Amazing Thailand' and our longstanding favorite, 'Malaysia, Truly Asia' remains to be seen.

Have a look at the new YourSingapore website and let us know what you think.