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 mindset: 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, recognised 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 travellers and companies, and help Singapore stand out on the international stage.

Mr John Conceicao, STB Oceania's Executive Director of International Relations, Market Planning & Oceania, said, “If you think about it, Singapore is built on passions that have become realities – from our determined forefathers through to today.  The new brand celebrates the spirit and attitude of Singapore, and is a story that goes beyond tourism, because it draws on the distinctive qualities of our people and our destination.  I'm confident that it will connect us with our potential visitors, because after all, isn't travel all about passions?”  

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 25 August 2017, and will be rolled out across Asia-Pacific and longer-haul markets such as Europe and the United States of America from September 2017.

[1] The 10 countries include Japan, Indonesia, Malaysia, China, India, Australia, US, UK, Germany, Belgium.

For more information on the Passion Made Possible global campaign and various marketing activities, refer to Annex A.

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.

The tagline Passion Made Possible has also been translated to the following official languages of Singapore:

• Mandarin 
• Malay
• Tamil 

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.