STB, EDB launch Passion Made Possible brand

An enchanting view of Singapore.

The Singapore Tourism Board (STB) and the Singapore Economic Development Board (EDB) have jointly unveiled a unified brand, Passion Made Possible, to market Singapore internationally for tourism and business purposes.
Launched officially in Singapore by Minister of Trade and Industry S. Iswaran, and supported by the Ministry of Communications and Information (MCI), the 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, recognized for its quality infrastructure, safety, stability, connectedness and accessibility.
The unified brand aims to communicate the country’s value proposition in addressing these new needs of travelers 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 travelers.”
In the development of the unified brand, STB and EDB had embarked on qualitative and quantitative research with close to 4,500 respondents on what Singapore stands for, reaching out to residents, industry stakeholders, and international audiences in Singapore and across 10 countries.
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.
Abdul Rahman Mohideen, area director, Middle East and Africa said: “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.”
The unified brand features a logo coined as the “SG Mark.” It is an emblem of Singapore’s attributes as a place that is always trusted to deliver, and can be applied as a trust mark or a trust stamp to connote quality and trust.