Singapore Tourism Board launches new marketing campaign 'Passion Made Possible'

Singapore – Passion Made Possible is a unified communications brand targeting business and tourism audiences globally. This brand also serves as a springboard and opportunity for Singapore to showcase its bold creativity and unwavering perseverance to the world.

From left to right: Brand Personality Subaraj Rajathurai, STB CEO Lionel Yeo and Dr. Beh Swan Gin, EDB President

The Singapore Tourism Board will launch the Passion Made Possible brand across key markets through campaign videos and imagery in 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 activation activities delivered flexibly, leveraging cultural differences across countries to engage target audiences in these markets.

Research shows that 47% of consumers are often strongly impressed by a brand they will choose before making a purchase. Therefore, building relationships and a positive perception of Singapore with potential customers before they even consider traveling there is essential.

To this end, STB has developed various branded products to share authentic stories of Singapore and capture the interest of potential tourists. In line with the Singapore Tourism Board's 2020 marketing strategy, the “Telling a Great Singapore Story” video and visuals will showcase and portray Singapore's places, people, and stories in a rich and diverse way. These products will be broadcast globally through content relationships with media partners such as CNN, BBC, National Geographic, and digital media partners such as Mafengwo and WeChat.

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 where passion unlocks potential, featuring nearly 100 Singaporeans, residents, and prominent personalities representing the diversity of Singaporean society. These films will be broadcast across various media outlets, social networks, and on Singapore's official website (VisitSingapore.com).

The new brand communication campaign, "Singapore - Passion Made Possible," will be launched in 15 countries, including strong markets such as China, India, and Indonesia, as well as more distant markets like Australia, the UK, and the US, under the direction of the Singapore Tourism Board (STB) representative office.

To ensure each campaign and event launch in each local market connects with the target audience, STB will support and facilitate collaborations between Passion Made Possible Brand Personalities, Singaporean talents, and influential figures from various countries. These collaborations include the Singapore: Inside Out Tokyo program in Japan, bringing contemporary creative talents from Singapore and Japan closer together; and in China, Stefanie Sun, Singapore's Tourism Brand Ambassador, will collaborate with Nathan Hartono (one of the Brand Personalities) to showcase the Singapore locations that inspired them. These campaigns will highlight Singapore's passion and talent and share with the world how Singapore helps travelers realize their passions and dreams.

The Singapore Tourism Board will collaborate with various partners to integrate the Passion Made Possible brand into core tourism products and experiences, spreading stories and emotions that are distinctly Singaporean, building connections with visitors, and enhancing the appeal of the destination.

The Thanh