STB partners EDB to unveil new global tourism campaign

The Singapore Tourism Board (STB) and the Singapore Economic Development Board (EDB) jointly unveiled a unified brand, Passion Made Possible, on August 24, 2017. The aim of this is to market Singapore internationally for tourism and business purposes.

The agencies' first joint brand was launched by the Minister for Trade and Industry (Industry) S Iswaran, and supported by the Ministry of Communications and Information (MCI). This project is a bold move to present Singapore’s attitude and mindset – a passion-driven, never-settling spirit of determination and enterprise.

STB will unveil the Passion Made Possible brand across key markets and audiences through global and regional content partnerships, featuring a series of films and visuals that bring to life how Singapore is Passion Made Possible.

A key anchor of this programme is a series of films, featuring close to 100 Singaporeans, residents and notable personalities representing Singapore’s diverse society. These films will be broadcast on various media channels, social media platforms, and Singapore’s destination website 

In the first phase of the launch, STB is unveiling two films: Foodie and Explorer. 


STB is also working with a range of partners to integrate Passion Made Possible into the core Singapore tourism products and experiences. This is with the aim of sharing deeper stories and experiences of Singapore to build emotional connections with travellers.

The board has worked with tour operators to curate or refresh more than 20 tours based on Passion Tribes, to enable visitors to discover Singapore based on their lifestyles and interests. For example, visitors can explore Singapore’s first heritage town in a vintage Vespa sidecar, and uncover hidden gems, time-honoured visual arts and crafts, and Singapore’s famed hawker delights.

In addition, STB is partnering hotels to enhance visitors’ stay in Singapore by elevating the hotel experience beyond functional accommodation.

For instance, The Village brand hotels will collaborate with local art schools, young designers and/or aspiring hotel graduates to design a ‘Made-inSingapore’ room. This room will be inspired by the heritage precincts of the various Village Hotels – Changi, Katong, Bugis and Albert Court.

Guests booking these room stays will receive a package including a Village passport to ‘Explore like a local’, tickets for two to ‘Eat like a Local’, a take-home recipe card of recommended local dishes, and a Singapore-inspired souvenir.