Singapore passion made possible

THE Singapore Tourism Board (STB) and Singapore Economic Development Board (EDB) jointly unveiled on Aug 24 a unified brand Passion Made Possible. This is in an effort to market Singapore internationally for tourism and business purposes.
Launched officially by Minister of Trade and Industry S. Iswaran and supported by the Ministry of Communications and Information, this joint brand is an effort to present Singapore's attitude and mindset - a passion-driven, never-settling spirit of determination and enterprise that constantly pursues possibilities and reinvention.
For the last 50 years, Singapore has built a reputation as both a global business and tourism hub. However global competition for tourism and investments has intensified. This unified brand aims to communicate the country's value proposition by addressing the needs of travelers and
companies which are turn will make Singapore stand out in the global stage.
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. The 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. The brand is in line with quality tourism as it will appeal to the more sophisticated tourists who are seeking aspirational value
propositions in their travel".
Beh Swan Gin chairman of EDB said that 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 and 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 what we are today because we pushed the limits of what's possible and did not allow constraints to hold us back".
Passion Made Possible is different from STB's YourSingapore and EDB's Future Ready Singapore as it goes beyond tourism and business. It showcases Singaporean's enterprising and persevering spirit to the world and serves as a unifying brand for Singapore in the international stage.
Passion Made Possible will be unveiled in various cities worldwide through consumer
campaign launches, trade events, industry partnerships and global meeting campaigns
featuring campaign films and visuals.
In Malaysia, the market brand launch will take place at I Utama Shopping Centre on Sept 20 to Sept 24 featuring a showcase of passions, experiences and special travels ambassadors.
Log on the Singapore Tourism Board's official website to find about more about this branding exercise and meet some of their passion personalities who achieved great success in their field due to their passion.