Singapore's MICE Passion Made Possible'

Singapore Tourism Board (STB) together with Singapore Economic Development Board recently unveiled the country’s new unified brand to market Singapore internationally for tourism, and MICE

Kanchan Nath

Passion made Possible, the new brand strategy from STB, aims to attract the discerning traveller with a focus on curating experiences for MICE through its local people and culture. The brand was derived 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.

MAXIMISING BRAND IMPACT Elucidating on the new brand, G B Srithar, Regional Director, South Asia, Middle East & Africa, Singapore Tourism Board, said, “As travellers are increasingly discerning, they look for curated itineraries that allow them to understand a little more about the local cultures in a destination through its people. Singapore’s new identity 'Passion made Possible', allows us to showcase Singapore’s offerings through the voice of the local talents.”

Adding on about what is possible in Singapore’s incentive and MICE space, he said, “Conversations has become a key word for us. People are looking for conversations, people want to be inspired. We are looking at an inside out approach to marketing. How do we bring the voices of Singaporeans and Singaporean residents in the experience that the MICE clients are looking for? To make it a little more memorable and differentiated, we have tried to achieve this though the new unified brand, Passion Made Possible. Increasingly people don’t want to come and see the place, they want to come and connect with the place.”