Passion Made Possible is the destination brand of

Singapore Singapore (), officially the Republic of Singapore, is a sovereign island country and city-state in maritime Southeast Asia. It lies about one degree of latitude () north of the equator, off the southern tip of the Malay Peninsula, bor ...

, jointly launched on 24 August 2017 by

Singapore Tourism Board The Singapore Tourism Board (STB) is a statutory board under the Ministry of Trade and Industry of the Government of Singapore, tasked to promote the country's tourism industry. History The board was first established on 1 January 1964 and w ...

(STB) and

Economic Development Board The Economic Development Board (EDB) is a statutory board under the Ministry of Trade and Industry of the Government of Singapore that plans and executes strategies to sustain Singapore as a leading global hub for business and investment. Hi ...

(EDB). ''Passion Made Possible'' marks the rebranding of the Singaporean brand, replacing the previous '' YourSingapore'' campaign. The brand strategy will be adopted by other statutory boards and agencies under the

Ministry of Trade and Industry A Ministry of Trade and Industry, Ministry of Commerce, Ministry of Commerce and Industry or variations is a ministry that is concerned with a nation's trade, industry and commerce. Notable examples are: List *Algeria: Ministry of Industry and ...

(MTI) and incorporated into their marketing campaigns and tradeshows when reaching out to international audiences.

Evolution of previous tourism campaigns

Since the launch of the Uniquely Singapore destination brand in 2004, Singapore witnessed a 16.8% growth in visitor arrivals and a 55.1% growth in its tourism receipts. In order to keep

tourism in Singapore Tourism in Singapore is a major industry and contributor to the Singaporean economy, attracting 19.1 million international tourists in 2019 before the COVID-19 pandemic, which was more than three times Singapore's total population. It also cla ...

competitive and relevant to its visitors,

STB State Security ( cs, Státní bezpečnost, sk, Štátna bezpečnosť) or StB / ŠtB, was the secret police force in communist Czechoslovakia from 1945 to its dissolution in 1990. Serving as an intelligence and counter-intelligence agency, it d ...

hopes to establish its digital presence given the high internet penetration in its key markets, hence embarking on the 2010 YourSingapore campaign to drive users to its online website and social media accounts. YourSingapore was positioned as

's ability to promise travelers a personal travel experience, given the degree of efficiency, control and comfort in the country. Such a promise further offers an emotional reward of empowerment and liberation to its visitors. With a different approach from previous STB brand slogan ''YourSingapore'' and EDB's ''Future Ready Singapore'', Passion Made Possible was derived in 2017 in the hope of showcasing the country's entrepreneurial and innovative strengths to the world, under a joint branding campaign between its tourism and business government agencies to market the country to tourists, consumers, investors and businesses.

Digital media

The Passion Made Possible rebranding campaign continues to employ a drive-to-web strategy, driving visitors to VisitSingapore.com where they can explore Singapore online, plan their itineraries and share their travel experiences. The VisitSingapore website is managed by STB's creative agency, TBWA Singapore. It has two different sites to cater to different audiences; the leisure travel site and the business travel site. In line with the brand strategy, STB continues to engage users on social media.

The logo

The unified brand features a logo coined as the 'Singapore Mark'. It an emblem that is meant to represent Singapore's attributes as a place that is trusted to deliver, resembling a trust stamp that connotes quality. The new logo was developed by TSLA Design, the branding and design practice of The Secret Little Agency (TSLA). TSLA was tasked with developing the new unified business and tourism brand identity, as well as the global branding guidelines for Singapore.

Reactions

Reactions to the brand slogan were mixed, with some online internet users and academics describing the slogan as vague and not entirely representative of Singapore, while some suggest it is "generic enough to use in different contexts". Others contend that the slogan was identical to the title of a self-help book by Celeste Tomasulo, and was not worth the millions spent on branding and market research. The shared branding between the EDB and the STB was deemed "ambitious" but could have a "synergistic effect" if the campaign is well-executed.

References

External links