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Singapore – Passion Made Possible is a unified communications brand that targets business and tourism audiences globally. It also serves as a springboard and platform for Singapore to showcase its bold, innovative spirit and tenacity to the world.
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From left to right Brand Personality Subaraj Rajathurai, CEO STB - Lionel Yeo and Dr. Beh Swan Gin, Chairman EDB
Singapore Tourism Board will launch the Passion Made Possible brand across key markets through campaign videos and visuals across local and international partnerships to tell the story of Singapore as a place where passion unlocks potential. The global campaign will be supported by brand activations that are delivered in a flexible way based on cultural differences between countries to appeal to the target audiences in these markets.
Research shows that 47% of consumers have a strong impression of a brand before making a purchase. Therefore, it is essential to build a relationship and positive mindset about Singapore with potential customers before they even think of traveling.
To this end, STB has developed a variety of branded products to share authentic Singapore stories and capture the interest of potential tourists. In line with Singapore Tourism Board’s key marketing direction for 2020, the “Telling a Great Singapore Story” videos and images will showcase and represent the rich and diverse range of places, people and stories of Singapore. These products will be broadcast globally through content partnerships with media partners such as CNN, BBC, National Geographic and digital media partners such as Mafengwo and WeChat.
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STB CEO - Mr. Lionel Yeo
One of the key promotional materials in STB’s global marketing campaign is a series of short films showcasing Singapore as a place of passion and possibility, featuring close to 100 Singaporeans, residents and prominent personalities representing the diversity of Singapore society. These films will be aired on various media platforms, social media, and on Singapore’s official website (VisitSingapore.com).
The new Media Brand: Singapore - Passion Made Possible will be introduced in 15 countries including strong markets such as China, India, Indonesia and further afield markets such as Australia, UK and USA under the guidance of the representative office of the Singapore Tourism Board (STB).
To ensure that each campaign and launch in each local market connects with its target audience, STB will support and facilitate collaborations with Passion Made Possible Brand Personalities, Singaporean talent, and influencers across various countries. These collaborations include the Singapore: Inside Out Tokyo program in Japan, which brings together contemporary creative talent from Singapore and Japan; and in China, Singapore Tourism Brand Ambassador Stefanie Sun will work with Nathan Hartono (one of the Brand Personalities) to showcase places in Singapore that inspire them. These campaigns will showcase Singapore’s passion and talent and share with the world how Singapore helps visitors realise their passions and dreams.
Singapore Tourism Board will work with a range of partners to bring the Passion Made Possible brand to core tourism products and experiences, to deliver Singaporean stories and emotions to build connections with visitors and enhance the destination's appeal.
