The Singapore Tourism Board (STB) and the Singapore Economic Development Board (EDB) jointly unveiled recently a unified brand, Passion Made Possible, to celebrate Singapore and showcase it as a home to many places, people, and experiences that inspire. This new destination brand puts forth Singapore’s unique attitude and mindset: a passionate, never-settling spirit of determination and enterprise that constantly pursues possibilities and reinvention.
“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.
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.”
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 realize 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 Irvin’s Salted Egg, Naiise, and Benjamin Barker.