Singapore City of Tomorrow
National Geographic commissioned New Romans to produce Singapore – City of Tomorrow in partnership with the island nation’s Ministry of Communications and Information.
Created specifically for Singapore’s National Day, the 40-page special edition included an exclusive interview with Singaporean Prime Minister Lee Hsien Loong as well as profiles of individuals and organisations transforming the country’s economy and society in the 21st century.
New Romans worked closely with National Geographic as well as the Singaporean Government to formulate an editorial plan which highlighted Singapore’s diversity and plans for the future.
Prime Minister Lee promoted the magazine across his social media channels and drew attention to the partnership before asking readers to “read about the people shaping the future Singapore – they are active in design, sports, sustainable urban farming, volunteerism and other unexpected areas.”
National newspaper The Straits Times publicised the magazine’s publication and the distribution of 250,000 complimentary copies across the island.
For the Ministry of Communications and Information, Singapore – City of Tomorrow presented a rare opportunity to highlight the country’s unique attributes and achievements to local audiences as part of the National Day celebrations.
Beyond the feature content and profiles of a number of Singaporeans who embody the country’s spirit of “Passion Made Possible”, the magazine also revealed the winners of the #WhatMakesSG photo competition judged by award-winning Nat Geo photojournalist Mike Yamashita.
New Romans were responsible for the commissioning and writing of all stories in the publication as well as photography, layout and design.
According to New Romans Managing Partner Daniel Ferguson, the project involved activating the company’s network of media professionals across the region.
National Geographic Partners Senior Vice President (Asia Pacific and the Middle East) Con Apostolopoulos said the magazine was the first of its kind in the region and highlighted National Geographic’s unique ability to utilise its storytelling knowledge to inform new audiences and create powerful brand stories.