Launched officially in Singapore, the 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, times are changing. The unified brand thus aims to communicate the country’s value proposition in addressing these new needs of travellers and companies, and help Singapore stand out on the international stage.
G.B. Srithar, STB’s regional director for South Asia, Middle East and Africa, said, “With Passion Made Possible, STB is presenting a brand that can tell a fuller Singapore story beyond just tourism. This brand articulates what we stand for as a country and supports the telling of many stories about this destination and its people. Singapore is a highly popular travel destination among travellers from UAE and welcomed more than 80,000 visitors from UAE in 2016.
The unveiled brand will allow us to build a deeper and more personal connection between Singapore and our fans and friends in the UAE, even when they are not actively thinking about travel. This brand will appeal to the more sophisticated tourists who are seeking more aspirational value propositions in their travel.”
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.
Abdul Rahman Mohideen, area director, Middle East and Africa said, “STB’s Middle East office in Dubai promotes Singapore as a vibrant holiday and business destination. With this new brand, we are excited to showcase the spirit of Singapore and allow visitors to discover and explore the different aspects of Singapore. We will continue to work closely with our trade partners in organising promotions, social media activations and on-ground events to highlight what our visitors can enjoy in Singapore.”