Faaez Samadi
Aug 24, 2017

STB, EDB launch unified brand to market Singapore worldwide

'Passion Made Possible' launches today, with a raft of marketing and branding assets to promote Singapore to visitors and businesses.

STB, EDB launch unified brand to market Singapore worldwide

Singapore Tourism Board and the country’s Economic Development Board today unveiled a new joint brand, 'Passion Made possible', to promote Singapore as a destination across the globe.

The new brand, developed by Singapore creative shop The Secret Little Agency, will replace STB’s ‘Your Singapore’ campaign, which has been running since 2010. The new project goes beyond just promoting tourism to encompassing Singapore’s business strengths and local culture.

The sizeable marketing campaign includes an overall brand film, produced by The Prosecution Co. and TBWA/Singapore, but also a host of print and digital assets split between so-called ‘tribe films’ and ‘brand personality films’.

These will be rolled out across 15 markets globally between August and November, including Southeast Asia, Japan, China, Australia, Germany, the UK and US. Media partners such as BBC, CNN and WeChat and others will share the content.

The aim is to present Singapore as a vibrant, interesting and innovative place for all, said Lynette Pang, STB assistant chief executive, which has not been easy historically.

“More and more countries are branding themselves, and our biggest strength was also our weakness,” she told reporters at a press conference. “We are known for our safety, hygiene and the like, but we are also a very cultural and interesting place.”

To showcase this in an increasingly competitive market for tourism and investment, the partners have created seven ‘passion tribes’ for visitors to identify themselves with, based on their interest when visiting Singapore.

The first two videos, Foodie and Explorer, were released today, with the remaining five—Collector, Action Seeker, Culture Shaper, Socialiser and Progressor—to be rolled out over the next year.

In line with these tribes, the brand has created additional short films focused on Singaporeans and residents with compelling stories to tell about themselves and the country. Again, the first two were released today.

Pang said STB and EDB are looking to move people and businesses’ relationship with Singapore from “transactional to aspirational”.

Lionel Yeo, STB chief executive, said: “This brand articulates what we stand for as a country. 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.”

Yeo declined to reveal the cost of the new brand and campaign, saying only that STB’s marketing budget would now primarily be used in support of the new brand. Tourism grew 13 percent in Singapore in 2016, bringing in SG$24.6 billion (US$18.05 billion).

“We are looking at this over a long period of time,” he said. “How long it will be is anyone’s guess, but we are committed.”

Following research conducted with close to 4,500 residents, industry stakeholders and international audiences, the Passion Made Possible brand was developed over the past 12 months, according to Beh Swan Gin, EDB chairman.

From a marketing standpoint, Beh said EDB “gets to ride on a lot of above-the-line investment from STB,” but that the new brand is also “focused on the businesses making a difference in Singapore”.

He said the two bodies attempted to launch a joint brand at the time of ‘Your Singapore’ in 2010, but were unsuccessful.

Passion Made Possible will also include experiential programmes, with STB curating more than 20 tours based on the passion tribes.

Related Articles

Just Published

3 hours ago

Coles CMO Lisa Ronson departs

The marketer announced she will leave by the late September. The news comes just one week ahead of Coles delivering its full financial results for 2022.

8 hours ago

How Western commerce platforms increasingly look to ...

SHANGHAI ZHAN PODCAST: Western commerce platforms such as Amazon remain distinctive, but are taking on more characteristics from their Chinese counterparts, says Victoria Glanz, who runs European operations for Chinese commerce company Fulljet.

8 hours ago

The many misunderstandings of using AI in creative work

SPIKES ASIA ACADEMY: The head of creative tech at Publicis says AI won't replace anyone in the industry anytime soon, but can be an incredible help to creatives.

8 hours ago

Asia-Pacific Power List 2022: Mits Minowa, Allbirds

The former Red Bull and Nike marketer is leading a sustainable brand out of its D2C origins and onto the global stage by launching new campaigns and entering new categories.