The Singapore Tourism Board (STB) has partnered with a popular music channel to launch a music video, featuring both Indian and Singaporean talents. With this, STB becomes the first tourism board to come out with its own, cross-border collaborative English music video. India is a key traveller source market for Singapore and moved up a spot to become its third-largest visitor-arrival contributor in 2017. With an estimated 65 per cent of India’s population being 35 years and under having strong disposable income and increasingly travelling overseas, STB recognises the importance of reaching out to them. These young adults or working millennials seek immersive, unique and local experiences and Singapore presents a plethora of options. With this music video, STB forays into a different public space: the world of English music, pop culture and entertainment to connect with the young Indians, who are more adventurous and seek lifestyle experiences when travelling.