Tourism and economic board unveil Passion Made Possible as Singapore's unified brand

The Singapore Tourism Board (STB) and the Economic Development Board (EDB) unveiled Passion Made Possible as a unified brand to attract not only tourists but also investments.

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The Singapore Merlion is seen in front of the city centre, in Singapore. Reuters

With the aim to market the Lion City internationally for tourism and business, the Singapore Tourism Board (STB) and the Economic Development Board (EDB) has unveiled a unified branding tagged as Passion Made Possible.

This unveiling is against the strong global competition to attract tourists and investments. According to a statement released by STB and EDB, the unified brand targets to communicate Singapore's value proposition in addressing the needs of travellers and companies.

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STB Chief Executive Lionel Yeo said the new brand can depict a fuller Singapore story beyond just its tourism value.

"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," he said in a statement.

He added, "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."

Meanwhile, EDB Chairman Beh Swan Gin said the launch of the unified brand comes with Singapore shifting from being primarily an investment-driven country to one that will be at the forefront of 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," he said.

In coming up with the Passion Made Possible brand, STB and EDB facilitated a qualitative and quantitative research with close to 4,500 respondents.

The two boards said the themes of passion and possibilities were the best reflection of the Singapore spirit based on the respondents.

The brand goes on a different way from previous brands of STB's YourSingapore and EDB's Future Ready Singapore.

"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 trade shows when reaching out to international audiences," the two said in the statement.