New Brand Campaign for Singapore

Over the last five decades, Singapore has built a strong reputation as a global business and tourism hub, recognised for its quality infrastructure, safety, stability, connectedness and accessibility. However, global competition to attract tourists and investments has intensified, and the media landscape has become more crowded and complex. Visitors have become more discerning in their travel choices, seeking to immerse themselves in cultures and build deeper connections with destinations, while international businesses want to create new solutions that make a difference.

The new unified brand, Passion Made Possible, unveiled by the Singapore Tourism Board (STB) and the Singapore Economic Development Board (EDB) aims to communicate the country’s value proposition in addressing the needs of travellers and companies, and help Singapore stand out on the international stage.

The idea is also to capture the spirit of the nation in a way that builds affinity, affiliation and top-of-mind recall for choosing Singapore as a destination to visit and invest in. With the themes of ‘passion’ and ‘possibilities’ entrenched in Singapore’s history and imbued in the nation’s psyche, and told through stories of the people, Passion Made Possible is the embodiment of the country’s track record and tenacity to fulfil passions and continually create new possibilities.

A brand video is also available here.

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