Tourism, trade boards tell a Singapore story about passion

Passion Made Possible to succeed the Your Singapore brand

The Singapore Tourism Board (STB) and the Singapore Economic Development Board (EDB) have launched a unified brand, Passion Made Possible, to market Singapore internationally for tourism and business purposes.

The new brand will be adopted by STB in its promotions targeted at leisure and business travellers, as well as other statutory boards and agencies under the Ministry of Trade and Industry to pull business operations into Singapore.

Passion Made Possible succeeds the Your Singapore brand

It will be launched globally on staggered dates, starting with Singapore: Inside Out Tokyo on August 25. It will then be rolled out across Asia-Pacific and longhaul markets such as Europe and the US from September 2017.

The new brand aims to tell “a fuller Singapore story beyond just tourism… about this destination and its people”, said STB chief executive Lionel Yeo. It is the successor to STB’s previous YourSingapore tourism campaign, which was coined in 2010.

In line with one of STB’s key thrusts in its Marketing Strategy 2020 of “telling a great Singapore story”, the Passion Made Possible campaign includes films and visuals featuring close to 100 Singaporeans, residents and personalities, as well as tours developed by partner operators.

These will revolve around themes such as food, outdoor adventure, entertainment and culture.

Developed after a survey of almost 4,500 respondents from 10 key markets – namely Japan, Indonesia, Malaysia, China, India, Australia, the US, the UK, Germany and Belgium – Passion Made Possible will also be incorporated into marketing campaigns and trade shows by statutory boards and agencies under the Ministry of Trade and Industry.

STB has also relaunched its website,, and will target its key markets via content partners such as CNN, National Geographic, BuzzFeed, Mafengwo and WeChat.

The number of international visitor arrivals in Singapore in 1Q2017 climbed four per cent year-on-year to 4.3 million, reported STB.

With this development, the board is hopeful about meeting its projected medium-term growth rate of three to four per cent in international visitor arrivals, said Yeo.

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