The Singapore Tourism Board (STB) has partnered with the Singapore Economic Development Board (EDB) to create the pair’s first unified brand, called Passion Made Possible.
The joint brand aims to communicate the country’s value proposition in addressing the needs of tourism and business needs as well as helping Singapore stand out on the international stage.
STB Oceania’s executive director of international relations, market planning & Oceania, John Conceicao, said Singapore was built on passions that had become reality.
“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,” Conceicao said. “I’m confident that it will connect us with our potential visitor.”
The catchcry of Passion Made Possible is derived from strongly associated themes that STB says best describe the Singapore spirit, based on feedback from 10 key markets, including Australia.
The new brand will also be adopted by other statutory boards and agencies under the Ministry of Trade and Industry and be incorporated into their marketing campaigns and tradeshows when reaching out to international audiences.
