FashionPassion Made PossiblePress ReleaseSingaporeSingapore Economic Development BoardSingapore Tourism Board
Singapore Tourism Board and Singapore Economic Development Board launches Passion Made Possible Brand for Singapore
The Singapore Tourism Board (STB) and the Singapore
Economic Development Board (EDB) jointly unveiled unified brand, Passion Made Possible, to market Singapore internationally for tourism
and business purposes. The agencies’ first joint brand is a bold move to put
forth Singapore’s unique attitude and mindset: a passionate, never-settling
spirit of determination and enterprise that constantly pursues possibilities
and reinvention.
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(From L-R)
Minister for Trade and Industry (Industry) S Iswaran and Brand Personalities
Fandi Ahmad and Nathan Hartono at the Passion Made Possible launch event
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In the last 50 years, Singapore has built a strong
reputation as a global business and tourism hub, recognised for its quality
infrastructure, safety, stability, connectedness and accessibility. However, global
competition to attract tourists and investments has intensified, and the media
landscape has become more crowded and complex. Visitors have become more
discerning in their travel choices, seeking to immerse themselves in cultures
and build deeper connections with destinations, while international businesses want
to create new solutions that make a difference. The unified brand thus aims to
communicate the country’s value proposition in addressing the needs of
travellers and companies, and help Singapore stand out on the international
stage.
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(From L-R)
Minister for Trade and Industry (Industry) S Iswaran and Brand Personalities
Fandi Ahmad and Nathan Hartono at the Passion Made Possible launch event
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“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” said Mr Lionel Yeo, Chief Executive of STB.
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(From L-R) STB
CE Lionel Yeo, Minister for Trade and Industry (Industry) S Iswaran, STB
Chairman Chaly Mah, EDB Chairman Dr Beh Swan Gin unveil Passion Made Possible
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Dr. Beh Swan Gin, Chairman of EDB, 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 timely 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.”
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From (L-R) Brand
Personality Subaraj Rajathurai, STB CE Lionel Yeo and EDB Chairman Dr Beh Swan
Gin at the Passion Made Possible launch Event
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Singapore is
Passion Made Possible
In developing the new brand, STB and EDB had embarked
on qualitative and quantitative research with close to 4,500 respondents on
what Singapore stands for, reaching out to residents, industry stakeholders,
and international audiences in Singapore and across 10 countries[1].
Respondents shared that the themes of ‘passion’ and ‘possibilities’ best reflected
the Singapore spirit: While ‘possibilities’ was strongly associated with
Singapore as a destination, the ‘passion’ to strive was what drove these
possibilities.
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Singapore
Tourism Board Chief Executive Lionel Yeo introduces Passion Made Possible
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Passion Made
Possible was thus derived to capture the nation’s spirit
in a way that builds affinity, affiliation and top-of-mind recall for choosing
Singapore as a destination to visit and invest in. With the themes of ‘passion’ and
‘possibilities’ entrenched in Singapore’s history and imbued in the nation’s
psyche, and told through stories of the people, Passion Made Possible is the embodiment of the country’s track
record and tenacity to fulfil passions and continually create new possibilities.
A Unified Brand
to Present Singapore to the World
With a different approach from previous brands of
STB’s YourSingapore and EDB’s Future Ready Singapore, Passion Made Possible presents
Singapore’s attributes beyond tourism and business. This will provide the opportunity and platform
for Singaporeans and residents to showcase their enterprising and persevering spirit to the world, and serve as a unifying brand for
Singapore on the international front.
The Passion
Made Possible Global Campaign
Following its debut, Passion Made Possible will be unveiled worldwide in various cities throughout
Asia-Pacific, Europe and the United States of America through consumer
launches, trade events, industry partnerships, and global marketing campaigns featuring
campaign films and visuals to bring to life how Singapore is Passion Made Possible.
For the Philippines, a Singapore Travel Showcase will be held in
Manila at the SM Megamall Fashion Hall from September 15 – 17. The showcase
will feature collaborations between Singapore – Passion Made Possible brand personalities and Filipino key opinion
leaders and personalities. It will also serve as a platform to share how
Singapore can enable Filipino travelers and visitors to realise their passions
and dreams. Aside from attractive airfare and travel deals for Singapore,
visitors to the 3-day fair can also expect an exciting line up of activities,
performances and programmes featuring some of Singapore’s best offerings,
attractions and brands such as Irvins Salted Egg, Naiise, and Benjamin Barker.
[1] The 10 countries include Japan, Indonesia, Malaysia, China, India,
Australia, US, UK, Germany, Belgium.
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