Jakarta, 6 September 2017 – “Singapore – Passion Made Possible”, a new brand to market Singapore internationally for tourism and business purposes was successfully unveiled and launched by Singapore Tourism Board (STB) in Singapore on 24 August 2017. Indonesia being the top source market is among the first across 15 markets in the global roll out of the new brand over the next 3 months.
The new brand captures the spirit and attitude of Singapore, and tells a fuller Singapore story beyond just tourism. With the themes of ‘Passion’ and ‘Possibilities’ entrenched in Singapore’s history and imbued in the nation’s psyche, and told through stories of its people, Passion Made Possible is the embodiment of the country’s track record and tenacity to fulfil passions and continually create new possibilities.
“Consumers are increasingly driven by their passions in making their travel decisions. We want to communicate that Singapore can fulfil the passions of tourists and visitors. Beyond the functional attributes of safety and efficiency which most Indonesians are familiar with, we want to establish a deeper, more personal connection between Singapore and our Indonesian fans and friends,” said Edward Koh, Executive Director, South East Asia, Singapore Tourism Board.
The new brand is in line with Singapore’s aspiration to attract Quality Tourism. The approach will go beyond what you can do in Singapore to invite Indonesians to think about what you can be there. “May it be pursuing their passions as a Foodie, an Explorer, a Collector, an Action Seeker, a Socializer, or a Culture Shaper, the destination will feed their spirit to pursue their aspirations. And they are not alone because in Singapore, they will find many more likeminded people to share their passions. Singapore is a place where passions are made possible,” added Edward Koh.
It is timely that the new brand is launched this year when Indonesia and Singapore celebrate 50 years of bilateral relations. The close tie between the two countries is transcended to the personal level where there are many examples of people from Indonesia who have in their pursuit for their passion, a story to tell that has a link to Singapore, from chef and restaurant owner to pop-art artist, singer, dancer and bar owners to name a few.
“Two young Indonesian mural artists, Bunga Fatia and Karina Deagusta, have recently collaborated with a famous professional Singaporean street artist, Ceno2 to create a new mural painting in Kampong Glam which have an infusion of Indonesian elements in the artwork. Indonesians will be able to relate to the artwork and find it an interesting photo opportunity in Kampong Glam,” said Raymond Lim, Area Director, Indonesia, Singapore Tourism Board.
STB Indonesia has appointed popular Indonesia celebrity family Gading Marten and his wife Gisella Anastasia and their daughter Gempita as the new Brand Ambassador to anchor its new marketing campaign. With a huge social following that STB can leverage to reach out to its target audience more effectively, they will help to reinforce Singapore as a family friendly destination based on their own experiences. Both will discover how Singapore can also fulfil their personal passion and aspirations when they travel as a family with an active child.
“As an avid sneaker collector, I am personally thrilled to have the opportunity to meet Mark Ong, a Singaporean sneaker designer and artist. He has his home grown label and widely sought after in Singapore and abroad including Indonesia,” said Gading. Gisella met Violet Oon, a culinary consultant and restaurant owner specializing in Peranakan food in her recent trip to Singapore. “Some of her recipe piqued my interest and are useful in giving me ideas as I have my other passion in culinary,” said Gisella. Both will be appearing at STB’s Singapore Pavilion in BCA Travel Fair supported by Singapore Airlines in Surabaya on 7 and 8 September 2017.
Indonesia remains the number one source market with 2.894 million Indonesia visitors in 2016 which saw a growth of 6% over 2015. In the first 6 months of 2017, Indonesia visitors grew by 4% over the same period in 2016. STB Indonesia will continue to undertake aggressive promotional activities and roll out a marketing plan with focus on the 4 top source cities (Jakarta, Surabaya, Medan and Bandung) that leverages the new Passion Made Possible brand.