Melo Villareal
Singapore launches “Passion Made Possible” brand
The Singapore Tourism Board (STB), in partnership with the Singapore Economic Development Board (EDB) launched their unified brand “Passion Made Possible” which will market Singapore internationally as a country open for tourism and business. The two agencies’ first joint venture is a bold move which will not only put Singapore’s unique mindset and attitude in the center but also as a passionate, never settling spirit of determination and a country that continues to pursue different possibilities and renovations.
The program’s themes are “passion” and “possibilities” that rooted from the history of Singapore. It also instills the country’s spirituality and stories coming from different people. “Passion Made Possible” is the representation of the nation’s track record and tenacity not only to fulfill its passion but also to create new possibilities.
The new program has a different approach compared to “YourSingapore” by STB and “Future Ready Singapore” of EDB. “Passion Made Possible” presents Singapore’s attributes outside the tourism and business sectors. This program will provide the platform and opportunity for Singaporeans as well as residents in showcasing their enterprising and persevering spirit worldwide and to serve as a unifying brand for Singapore on the international scene.
Singapore Tourism Board’s Chief Executive Lionel Yeo said: “With Passion Made Possible, STB is presenting a brand that can tell a fuller Singapore story beyond just tourism. This brand articulates what we stand for as a country and supports the telling of many stories about this destination and its people. It will allow us to build a deeper and more personal connection between Singapore and our fans and friends, even when they are not actively thinking about travel. This brand is in line with Quality Tourism as it will appeal to the more sophisticated tourists who are seeking more aspirational value propositions in their travel.”
Singapore Economic Development Board’s Chairman, Dr. Beh Swan Gin also added: “Singapore is making the shift from being primarily an investment-driven economy to one that will be led by innovation. In particular, local and international companies are seeking to create new products, services, and solutions that will have a stronger impact in Asia. It is time to send a strong and clear signal that companies can do this successfully from Singapore and turn possibilities into reality. Singapore and Singaporeans are where we are today because we pushed the limits of what’s possible, and did not allow constraints to hold us back.”
The Global Campaign
After its launching, “Passion Made Possible” will be introduced all over the world starting with various cities in Asia Pacific, Europe, and the United States. The program will launch trade events, industry partnerships, consumer launches, and global marketing campaigns which will feature campaign films and visuals that will bring “Passion Made Possible” to life.
A Singapore Travel Showcase will be held in Manila at the SM Megamall Fashion Hall starting on September 15 to 17. This will showcase collaborations between Singapore’s “Passion Made Possible” brand personalities as well as the key opinion leaders and personalities in the Philippines. This event will also serve as a platform that will share how Singapore will enable Filipino visitors and travelers to realise what their passions and dreams are.
Other than the attractive airfare and travel deals going to Singapore, attendees of the 3-day fair will also experience an exciting line-up of performances, programs, and activities which will feature Singapore’s best attractions, offerings, and brands like Irvins Salted Egg, Benjamin Barker, and Naiise.
Watch: Singapore – Where Passion is Made Possible Video
The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. For more information, visit www.stb.gov.sg or www.visitsingapore.com or follow us on Twitter @STB_sg.
