The Singapore Tourism Board (STB) and the Singapore Economic Development Board (EDB), 24 August, jointly unveiled their new unified international marketing brand, Passion Made Possible. A formal launch for the UK market during London Cocktail Week (2-8 October) will follow in October.
The new brand is specifically targetted to illustrate tourism and business opportunities and was presented by the minister for trade and industry S Iswaran.
The ministry says its new brand represents a bold move to put forward Singapore’s unique attitude and mindset of enterprise and reinvention.
The STB says its new is designed to make the country’s value proposition for innovation stand out on the international stage.
Jason Chan, Area Director, Northern & Western Europe, Singapore Tourism Board, says: “With Passion Made Possible, STB is presenting a brand that can tell a fuller Singapore story and that will appeal to more sophisticated tourists who are seeking more aspirational value propositions in their travel.
“The UK is the ninth largest source market for tourism to Singapore, with the number of visitors from the UK up 5% in 2017 so far compared to last year. Singapore’s unique mix of world-renowned attractions, world-class food and cocktails, and melting pot of different cultures, is proving an increasingly attractive proposition to UK visitors.
“Passion Made Possible articulates what we stand for as a country and supports the telling of many stories about the destination and its people. It will allow us to build a deeper and more personal connection between Singapore and our British friends.”
Dr Beh Swan Gin, Chairman of EDB, adds: “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.”
In developing the unified brand, STB and EDB conducted qualitative and quantitative research with close to 4,500 respondents on what Singapore stands for.
Passion Made Possible was subsequently put together “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”, the authors say.
