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Published on : Wednesday, August 30, 2017
As a branding initiative, it was a big and bold step forward for STB and EDB to come together and market Singapore to both tourists and businesses. This initiative represents a clear acknowledgement from the Government that in today’s mobile world, one may be a tourist to Singapore one day, a business traveller the next day, and an investor or migrant to the country any time.
It has become almost impossible to separate and identify who is a tourist and who may be attracted to Singapore for longer term investments, work or education, so having a holistic approach to branding is a logical step forward. Passion Made Possible as a slogan for attracting businesses and people coming to Singapore to carve out a life and pursue their ambitions thus makes perfect sense.
Both the slogan and the initiative project a positive image of Singapore as a place for making dreams come true. Singapore is being marketed as a global city, where hard work is met with opportunities, and success depends on passion.
The launch of the SG Mark logo as part of the campaign, an adaption of the SG50 circle, further showcases a quiet coming-of-age for Singapore.
Tags: Singapore Tourism Board