| Lyna Mohamad |
PASSION Made Possible, a unified brand to market Singapore internationally for tourism and business purposes, was jointly unveiled yesterday by the Singapore Tourism Board (STB) and the Singapore Economic Development Board (EDB).
Launched by S Iswaran the Singapore Minister for Trade and Industry, with the support of the Singaporean Ministry of Communications and Information (MCI), this marks the agencies’ first joint brand.
It 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.
STB hosted a brand presentation for local media personnel, bloggers and representatives of local travel agents, in separate sessions at The Rizqun International Hotel.
Shahrizan Ihsan, a Senior Executive at Malaysia International Group, highlighted the attractions in Singapore during his presentation.
According to Lionel Yeo, Chief Executive of STB, they are presenting a brand which can give a fuller story on Singapore beyond tourism, articulating what they stand for as a country and its people.
“It will allow us to build a deeper and personal connection between Singapore and our fans and friends, even when they are not actively thinking about travel,” he said.
“This brand is in line with Quality Tourism, as it will appeal to the more sophisticated tourists who are seeking more aspirational value propositions in their travels,” he added.
The Chairman of EDB, Dr Beh Swan Gin said that Singapore is making the shift from being primarily an investment-driven economy to one that will be led by innovation, particularly since local and international companies are seeking to create new products, services and solutions that will have a stronger impact in Asia.
“It is time to send a strong and clear signal that companies can do this successfully from Singapore, and turn possibilities into reality,” he said. “Singapore and Singaporeans are where we are today, because we pushed the limits of what’s possible and did not allow constraints to hold us back.”
With a different approach from STB and EDB’s previous brands, Passion Made Possible presents Singapore’s attributes beyond tourism and business, which will provide the opportunity and platform for Singaporeans and residents to showcase their enterprising and persevering spirit to the world, while serving as a unifying brand for Singapore on the international front.
Among the main calendar events for this year are the Chinese New Year Light Up, Ultra Singapore, the Singapore Festival of Fun, the Michelin Street Food Festival, the SingJazz Festival, the Great Singapore Sale, the Singapore Night Festival, the Singapore River Festival and the hosting of the Anime Festival Asia.
In sporting events, there’s the Formula One Grand Prix Season, the Women Tennis Association Finals and the HSBC Singapore Rugby Sevens.
Dawn Ng, Area Director of the Singapore Tourism Board for Malaysia and Brunei, hoped that their presentation would highlight what Singapore has to offer as a travel destination, through an assortment of exciting events all year round.
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