Singapore launches “Passion Made Possible” brand

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. 

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 fulfill passions and continually create new possibilities. 

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. 

“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 time 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 programs featuring some of Singapore’s best offerings, attractions and brands such as Irvin's Salted Egg, Naiise, and Benjamin Barker.