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Singapore, 29 August 2018 – 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. 

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. Please see Annex A​ for more information on the Passion Tribes.

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.  Please see Annex B​ for more information on some of these personalities. 

Apart from showcasing home-grown talents in films, STB is paying tribute to the local creative talents behind the scenes. For this, STB has partnered Viddsee, an online video platform for short premium content contributed by creatives, to co-create two films for the Culture Shaper and Socialiser tribes. One main difference is that for the first time, these directors, among them Wee Li Lin and Jacky Lee, helmed the conceptualisation and creation of the films. Earlier films created as part of the brand launch were led by STB and creative agency TBWA. 

"We're proud to work with STB in producing their next wave of films," said Mr Derek Tan, Viddsee co-founder. "Giving home-grown talents an opportunity to showcase Singapore's cultural diversity and vibrant social scene through their unique vision, style and voice to the world embodies both Viddsee's mission to empower storytellers, while fulfilling Singapore's promise as a country where passion is made possible."

STB is also working with Khairuddin Hori, curatorial director and partner of Chan+Hori Contemporary, to organise an art and augmented reality technology showcase. Featuring the works of seven artists, the showcase will be brought to selected overseas markets to delight and inspire visitors to visit Singapore and explore their passion for art. 

In another first, STB has chosen to work with creative talents who themselves belong to the respective tribe that they are working on.  This is a deliberate move to bring out authentic tribe stories from Singapore and build affinity within the tribes. Please see Annex C​ for more information on these creative talents. 

Bringing the Singapore Story Alive through Experiences 

STB continues to partner industry stakeholders to develop tours and hotel experiences in line with the brand.  Since the launch of the brand in August last year, tour operators saw a 10 to 35 per cent increase in total sign-ups for refreshed Passion Tours. There are now 27 Passion Tours available, of which three are new. 

Tour participants can explore Chinatown, Kampong Glam and Little India on a bicycle and fill their stomachs with local delicacies on the Bike and Bites Food Tour. Admiring murals in Little India while exploring its back lanes at night is another option with the Down to the Bare Walls Tour, where participants get to feel the smooth silk of a saree, learn how to tie a turban and enjoy traditional Mughlai dishes. They can also explore a labyrinth of back alleys filled with contemporary street art and tantalise their taste buds with traditional snacks such as vadai and kueh ko swee on the Street Art and Food Tour

STB is also partnering hotels to enhance visitors' stay in Singapore by elevating the hotel experience beyond accommodation to appeal to their passions and interests through storytelling and tours.

For example, visitors can choose to stay in a Made-in-Singapore room in Village Hotels by Far East Hospitality, which features designs that showcase Singapore's multi-racial history and culture. They can learn about Singapore's colonial history on a tour by the Amara Sanctuary Resort Sentosa, or find out more about local designers and their works at a fashion showcase at Ascott Orchard Singapore.

Please see Annex D​ for more information on these offerings.

Discovering Passion Made Possible at Home 

On the domestic front, STB hopes to get Singaporeans to share more Passion Made Possible stories of Singapore and her people.  To this end, STB will be working with media partners to get their readers to submit inspiring Passion Made Possible stories of everyday Singapore heroes.  These stories will then form the basis of engaging content that can be produced for sharing subsequently on print, online and broadcast media platforms. 

Global Campaign Roll-Out 

Between August and December 2018, the new Passion Made Possible global campaign will be rolled out to 16 overseas markets. Please see Annex E​ for more information on the roll-out. 

An exciting slate of overseas marketing activities has been planned to bring music, art and culture to overseas audiences. For instance, audiences can win a trip to Singapore by taking part in sing-offs in Philippines and Korea, appreciate the works of local artists at a pop-up art showcase featuring augmented reality technology in Russia, Myanmar and India, and dance through the night at invite-only parties in markets such as Vietnam and China. 

Said Ms Lim: "As we move into the second year of the Passion Made Possible global campaign, it is important that STB remains focused in telling a great Singapore story by profiling our personalities and talents in ways that best bring across our authenticity. In the process, we hope to get both locals and overseas consumers to share more about how Singapore is indeed Passion Made Possible."

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​Download Links 

Brand Personality Images:                   

Brand Personality Profile and Itinerary Films:

Bios of local creatives:

​About the Singapore Tourism Board

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore's key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. For more information, visit or or follow us on Twitter @STB_sg (