NEW YORK, Aug. 24, 2017 /PRNewswire/ -- The Singapore
Tourism Board (STB) and the Singapore Economic Development Board
(EDB) jointly unveiled today a unified brand, Passion Made
Possible, to market Singapore
internationally for tourism and business purposes. Launched by the
Minister for Trade and Industry (Industry) S Iswaran, and supported
by the Ministry of Communications and Information (MCI), the
agencies' first joint brand is a bold move to put forth
Singapore's unique attitude and
mind-set: a passionate, never-settling spirit of determination and
enterprise that constantly pursues possibilities and
reinvention.
Over the last five decades, Singapore has built a strong reputation as a
global business and tourism hub, recognized 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 travelers and companies, and help
Singapore stand out on the
international stage.
Mr. Lionel Yeo, Chief Executive
of STB, said, "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."
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 the development of the unified 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
countries[1]. 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
spirit of the nation 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. By capturing the spirit of
the nation, the brand will speak to Singaporeans and residents
alike to build affinity and affiliation. For potential visitors and
businesses, it will also help entrench stronger top-of-mind recall
for choosing Singapore as a
destination to visit and invest in.
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. Hence, in addition to STB and EDB, it will be adopted by
other statutory boards and agencies under the Ministry of Trade and
Industry (MTI) and incorporated into their marketing campaigns and
tradeshows when reaching out to international audiences.
The Passion Made Possible Global Campaign
Following
its debut, Passion Made Possible will be unveiled in various
cities worldwide 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. The
unified brand starts its global tour at Singapore: Inside Out Tokyo on August 25, 2017 and will be rolled out throughout
Asia-Pacific and longer-haul
markets from September onwards.
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.
About the Singapore Tourism Board
The Singapore
Tourism Board (STB) is the lead development agency for tourism, one
of Singapore's key economic
sectors. Together with industry partners and the community, we
shape a dynamic Singapore tourism
landscape. We bring the Passion Made Possible brand to life
by differentiating Singapore as a
vibrant destination that inspires people to share and deepen their
passions. For more information, visit www.stb.gov.sg or
www.visitsingapore.com or follow us on Twitter @STB_sg
(https://twitter.com/stb_sg).
About the Singapore Economic Development Board
(EDB)
EDB is the lead government agency for planning and
executing strategies to enhance Singapore's position as a global business
centre. We dream, design and deliver solutions that create value
for investors and companies in Singapore. Our mission is to create for
Singapore, sustainable economic
growth with vibrant business and good job opportunities. For more
information on EDB, please visit www.sedb.com.
For media queries, please contact:
Edelman for
Singapore Tourism Board
Tel: 212-704-8144
Email: STBAmericas@edelman.com
Selena Yang
Singapore Tourism Board Americas, Manager
Tel: 212-302-4861
Email: Selena_Yang@stb.gov.sg
[1] The 10 countries include Japan, Indonesia, Malaysia, China, India,
Australia, US, UK, Germany, Belgium.
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SOURCE Singapore Tourism Board