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Singapore to market passion

The Singapore Tourism Board (STB) launched a new Passion Made Possible global campaign today. In the latest wave of marketing activities that will cover 16 overseas markets in the next few months, STB continues to bring the Passion Made Possible brand to life by celebrating Singapore’s people, talent and stories through marketing campaigns, consumer events and industry partnerships.

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First launched in August last year, the Passion Made Possible brand encapsulates Singapore’s never-settling spirit of enterprise in making passions possible through grit and determination. Since launch, STB’s marketing efforts for the brand have accumulated a global audience reach of over 555 million and close to 300 million video views.

Ms Lim Shoo Ling, Brand Director, STB, said, “Over the past year, it has been gratifying to find the Passion Made Possible brand resonating well with domestic, international and trade audiences. Our storytelling approach to destination branding has been lauded for being refreshing and inspiring, and many have shared feedback that they enjoy the personal stories of Singaporeans and discovering a deeper side to Singapore as a destination.”

Activating Three More Passion Tribes

As part of the Passion Made Possible brand launch last year, STB introduced the concept of Passion Tribes with the unveiling of four specific tribes, namely Foodie, Collector, Explorer and Progressor. In the new campaign, three more Passion Tribes – Culture Shaper, Socialiser and Action Seeker – will be activated, which will allow more consumers to cultivate their passions and interests in Singapore. With that, STB’s seven tribes would have all been rolled out.

STB’s campaign and marketing activities this year will feature around 80 talents, including singer-songwriter Nathan Hartono, contemporary artist Jahan Loh, Native’s mixologist Vijay Mudaliar, DJ KoFlow, indoor skydiver Kyra Poh, founder of Geylang Adventures Cai Yinzhou, founders of local bookbinding company Bynd Artisan Winnie Chan and James Quan, as well as culinary teacher Ruqxana Vasanwala. The activities that involve these talents range from appearances in short films for marketing campaigns to participation in promotional events overseas.

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