Singapore’s Tourism and Economic Development Board launches unified brand

The Singapore Tourism Board (STB) unveiled the country’s unified brand, ‘Passion Made Possible’, to the Indian audiences. STB and the Singapore Economic Development Board (EDB) have come together to develop this brand to market Singapore internationally for tourism and business purposes. The brand aims to communicate the country’s value proposition in addressing the needs of travellers and companies.

 GB Srithar, Regional Director – South Asia Middle East & Africa (SAMEA), STB, announced the official launch of the brand in India, “Singapore remains a highly popular travel destination among Indian travellers. We welcomed a record 1.1 million visitors from India in 2016. The unveiled brand will allow us to build a deeper and more personal connection between Singapore and India. It is in line with quality tourism as it will appeal to the more sophisticated tourists who are seeking more aspirational value propositions in their travel.”

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, including India.

Yuemin Li-Misra, Area Director, South Asia (New Delhi), said, “We havelined up a multi-faceted brand promotional campaign to reach out to audiences across India. This includes a comprehensive multi-modal media campaign, on-ground consumer and trade-facing events and roadshows, stories by influential Indian public figures experiencing Singapore with our local brand personalities, and collaborations with strategic trade partners to promote brand-related travel packages to Singapore.”

Srithar added, “STB has been fortunate in having many travel agent and airline partners collaborating with us over the years to bring Singapore’s offerings and experiences to the Indian travellers.”