Published on : Friday, August 25, 2017
The Singapore Tourism Board (STB) and the Singapore Economic Development Board (EDB) jointly unveiled a unified brand, Passion Made Possible, to market Singapore internationally for tourism and business purposes. Launched by the Minister for Trade and Industry (Industry) S Iswaran, and supported by the Ministry of Communications and Information (MCI), the agencies’ first joint brand is a bold move to present Singapore’s attitude and mindset: a passion-driven, never-settling spirit of determination and enterprise that constantly pursues possibilities and reinvention.
Over the last five decades, 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.
Mr Lionel Yeo, Chief Executive of STB, 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.”
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.”
Singapore is Passion Made Possible
In the development of the unified 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. 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.
Passion Made Possible was thus derived to capture the spirit of the nation 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. By capturing the spirit of the nation, the brand will speak to Singaporeans and residents alike to build affinity and affiliation. For potential visitors and businesses, it will also help entrench stronger top-of-mind recall for choosing Singapore as a destination to visit and invest in.
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. Hence, in addition to STB and EDB, it will be adopted by other statutory boards and agencies under the Ministry of Trade and Industry (MTI) and incorporated into their marketing campaigns and tradeshows when reaching out to international audiences.
The Passion Made Possible Global Campaign
Following its debut, Passion Made Possible will be unveiled in various cities worldwide 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. The unified brand starts its global tour at Singapore: Inside Out Tokyo on 25 August 2017, and will be rolled out across Asia-Pacific and longer-haul markets such as Europe and the United States of America from September 2017.