Singapore, 23^rd January 2008 – Asia Pacific Breweries Singapore (APBS) has, once again, inked its gold standard with JCDecaux on Singapore's most iconic billboard located at 43 Keppel Road along the AYE expressway.

Targeted at reaching its core target audience of PMEBs, this Saatchi & Saatchi-created campaign hopes to extend Tiger's credibility for brewing a premium quality, world acclaimed beer and to amplify Tiger's passion for brewing the best beer by creating imagery and three headlines with the proposition of using only the finest ingredients and quality brewing process to communicate these key aspects in a light-hearted, witty yet contemporary fashion to appeal to its target audience. Moving away from its typical blue and gold hues, this Credentials campaign which sits against a white background can be distinctively spotted from both sides of the traffic commuting from the West Coast to Changi Airport and from the east side of the island heading towards the CBD. Furthermore, the campaign spans over an area of 12 metres in height and 131 metres in width and covers three facades of the building, making it the single largest outdoor advertising in Singapore.

The reason Tiger chose this billboard site is because they felt the "sheer scale of the billboard would make it especially apt to convey the credibility message of the biggest beer brand in Singapore and the other multifaceted aspects of the Credentials campaign message effectively to its intended audience on this high traffic, high visibility location".

This on-going campaign, which kicked off on 4 January, will run through 2008 and will also be seen running on a variety of mediums.