First unified brand for Singapore on the international front, built on an inside-out approach of what Singapore stands for
The Singapore Tourism Board (STB) and the Singapore Economic Development Board (EDB) jointly unveiled recently a 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.
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.
“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.”
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 countries1. 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 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.
For more information on the Passion Made Possible global campaign and various marketing activities, refer to Annex A.
Trusted to Deliver: The SG Mark
The unified brand features a logo coined as the ‘SG Mark’. It is an emblem of Singapore’s attributes as a place that is always trusted to deliver, and can be applied as a trust mark or a trust stamp to connote quality and trust.
1 The 10 countries include Japan, Indonesia, Malaysia, China, India, Australia, US, UK, Germany, Belgium.
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