The Singapore Tourist Board (STB) and the Singapore Economic Development Board (EDB) have actually collectively revealed a unified brand, Passion Made Possible, to market Singapore worldwide for tourist and business purposes.
Released officially in Singapore by Minister of Trade and Industry (Industry) Mr S. Iswaran, and sustained by the Ministry of Communications and Information (MCI), the firms' initial joint brand is a vibrant transfer to put forth Singapore's unique attitude and state of mind: a passionate, never-settling spirit of determination and venture that regularly seeks possibilities and reinvention.
Over the last five decades, Singapore has actually constructed a strong track record as a global business and tourism hub, identified for its high quality infrastructure, security, security, connectedness and access. Nonetheless, global competition to attract visitors and investments has heightened, and the media landscape has actually come to be a lot more crowded and facility. Site visitors have actually ended up being a lot more critical in their traveling choices, looking for to engage themselves in societies and build much deeper links with locations, while global businesses intend to produce new remedies that make a distinction. The unified brand therefore intends to interact the country's worth proposal in attending to these brand-new needs of visitors and business, and aid Singapore stand apart on the worldwide phase.
G.B. Srithar, STB’s Regional Director for South Asia, Middle East and Africa,"With Passion Made Possible, STB exists a brand that could inform a fuller Singapore tale past simply tourist. This brand expresses exactly what we represent as a country and supports the informing of lots of stories regarding this destination and its individuals. Singapore is a highly prominent travel location among tourists from UAE and welcomed greater than 80,000 visitors from UAE in 2016.
The unveiled brand name will enable us to develop a further and more personal link in between Singapore and our fans and close friends in the UAE, even when they are not proactively thinking about travel. This brand name remains in line with High quality Tourism as it will certainly attract the much more sophisticated tourists who are seeking extra aspirational value proposals in their traveling."
Singapore is Passion Made Possible
In the growth of the unified brand, STB and EDB had actually started qualitative and quantitative study with near 4,500 participants on just what Singapore represents, reaching out to residents, industry stakeholders, and global target markets in Singapore and throughout 10 nations  Participants shared that the themes of ‘passion’ and ‘possibilities’ ideal reflected the Singapore spirit: While 'possibilities' was highly associated with Singapore as a location, the 'enthusiasm' to aim was what drove these opportunities.
Enthusiasm Enabled was hence derived to catch the spirit of the country in a way that builds fondness, association and top-of-mind recall for choosing Singapore as a location to see and buy. With the styles of 'enthusiasm' and 'possibilities' set in Singapore's history and imbued in the country's mind, and told through stories of individuals, Passion Implemented is the embodiment of the country's performance history and tenacity to meet interests and consistently develop new opportunities. By recording the spirit of the country, the brand name will certainly speak with Singaporeans and residents alike to develop fondness and association. For potential visitors and businesses, it will certainly additionally assist set stronger top-of-mind recall for picking Singapore as a destination to visit and invest in.
A Unified Brand to Present Singapore to the World
With a different approach from previous brands of STB's YourSingapore and EDB's Future Ready Singapore, Interest Made Possible presents Singapore's attributes past tourism and business. This will offer the opportunity and platform for Singaporeans and residents to showcase their resourceful and being determined spirit to the world, and work as a unifying brand for Singapore on the worldwide front. Hence, in addition to STB and EDB, it will certainly be adopted by other statutory boards and firms under the Ministry of Trade and Industry (MTI) and integrated into their marketing campaigns and tradeshows when connecting to worldwide audiences.
Abdul Rahman Mohideen, Location Director, Middle East and Africa said, "STB's Middle East office in Dubai promotes Singapore as a dynamic holiday and business destination. With this new brand name, we are delighted to showcase the spirit of Singapore and enable site visitors to find and check out the various facets of Singapore. We will continuously work very closely with our trade companions in arranging promotions, social media sites activations and on-ground events to highlight exactly what our site visitors can enjoy in Singapore."
Trusted to Deliver: The SG Mark
The unified brand features includes a logo design coined as the 'SG Mark'. It is a symbol of Singapore's characteristics as a place that is always trusted to deliver, and could be used as a trust mark or a trust stamp to indicate top quality and trust.