Singapore Beyond the Skyline
Ask anyone what comes to mind when they think of Singapore and you’ll hear the same greatest hits: Marina Bay Sands, Gardens by the Bay, Orchard Road. But while the postcard shots are iconic, they don’t quite capture what life here really feels like.
That heartbeat? It’s in the heartlands. The kopitiams, the playgrounds under HDB blocks, the aunties and uncles who make up the everyday rhythm of the city. That’s the Singapore HECS (Heartland Enterprise Centre Singapore) wanted to spotlight and invite regional tourists to discover.
The Challenge: Rethinking Travel Stories
The glitz of the CBD often overshadows the authenticity of the neighborhoods where most Singaporeans live, work, and play. The task was clear: show international audiences that the real Singapore lives in its heartlands, and make them curious enough to experience it for themselves.
The Approach: Influencers with Insider Passes
We brought in three lifestyle and travel creators - @workingwithmonolids, @GhibOjisan, and @GeorgiaCaney , each with a strong regional following and a knack for authentic storytelling.
Through their unique lenses, they showcased the Heartlands in fresh ways: @workingwithmonolids highlighted hidden local gems and community stories,
@GhibOjisanbrought his outsider-yet-local perspective as a Japanese creator living in Singapore, and
@GeorgiaCaney infused a global traveller’s curiosity to connect the Heartlands to international audiences.
Instead of polished tourist ads, they gave their audiences a local’s eye view of Chinatown, Toa Payoh, and Tiong Bahru. From hidden hawker gems to neighborhood quirks, their content turned everyday life into must-visit experiences.
What We Achieved: Heartfelt and High-Impact
✨ 2,094,100 reach.
✨ Strong engagement and conversations across the region.
Through authentic storytelling by local influencers, audiences discovered a more intimate side of Singapore - the everyday neighborhoods, hidden gems, and cultural nuances often overlooked in typical campaigns. The content didn’t just drive views; it built genuine curiosity and connection with the places Singaporeans call home.
Why It Matters
Tourism isn’t just about seeing the sights, it’s about feeling the pulse of a place. By shining a spotlight on Singapore’s heartlands, we helped tell more meaningful stories beyond the city skyline, stories rooted in everyday life, local culture, and the voices of the communities themselves.
💡 Want your story to resonate beyond the obvious? Let’s make it happen.
Reach us at hatters@madhat.asia