Passion Made Possible is the destination brand of Singapore, jointly launched on 24 August 2017 by Singapore Tourism Board (STB) and Economic Development Board (EDB). [1] Passion Made Possible marks the rebranding of the Singaporean brand, replacing the previous YourSingapore campaign.
The brand strategy will be adopted by other statutory boards and agencies under the Ministry of Trade and Industry (MTI) and incorporated into their marketing campaigns and tradeshows when reaching out to international audiences.
Since the launch of the Uniquely Singapore destination brand in 2004, Singapore witnessed a 16.8% growth in visitor arrivals and a 55.1% growth in its tourism receipts.[ citation needed ] In order to keep tourism in Singapore competitive and relevant to its visitors, STB hopes to establish its digital presence given the high internet penetration in its key markets, hence embarking on the 2010 YourSingapore campaign to drive users to its online website and social media accounts.[ citation needed ]
YourSingapore was positioned as Singapore's ability to promise travelers a personal travel experience, given the degree of efficiency, control and comfort in the country. Such a promise further offers an emotional reward of empowerment and liberation to its visitors. [2]
With a different approach from previous STB brand slogan YourSingapore and EDB's Future Ready Singapore, Passion Made Possible was derived in 2017 in the hope of showcasing the country's entrepreneurial and innovative strengths to the world, under a joint branding campaign between its tourism and business government agencies to market the country to tourists, consumers, investors and businesses. [3] [4] [5]
The Passion Made Possible rebranding campaign continues to employ a drive-to-web strategy, driving visitors to VisitSingapore.com where they can explore Singapore online, plan their itineraries and share their travel experiences.[ citation needed ]
The VisitSingapore website is managed by STB's creative agency, TBWA Singapore. It has two different sites to cater to different audiences; the leisure travel site and the business travel site.[ citation needed ]
In line with the brand strategy, STB continues to engage users on social media.[ citation needed ]
The unified brand features a logo coined as the 'Singapore Mark'. It an emblem that is meant to represent Singapore's attributes as a place that is trusted to deliver, resembling a trust stamp that connotes quality.[ citation needed ]
The new logo was developed by TSLA Design, the branding and design practice of The Secret Little Agency (TSLA). TSLA was tasked with developing the new unified business and tourism brand identity, as well as the global branding guidelines for Singapore. [6]
Reactions to the brand slogan were mixed, with some online internet users and academics describing the slogan as vague and not entirely representative of Singapore, while some suggest it is "generic enough to use in different contexts". [7] Others contend that the slogan was identical to the title of a self-help book by Celeste Tomasulo, and was not worth the millions spent on branding and market research. [8]
The shared branding between the EDB and the STB was deemed "ambitious" but could have a "synergistic effect" if the campaign is well-executed. [7]
Tourism in Singapore is a major industry and contributor to the Singaporean economy. In 2019, 19,114,002 tourists visited the country, which was the highest recorded number of arrivals since independence in 1965. As of 2023, as tourist arrivals recovers from the impact of the COVID-19 pandemic, there were a total of 13,610,404 international tourists that have visited Singapore, which was more than twice the country's total population.
Tourism in New Zealand comprised an important sector of the national economy – tourism directly contributed NZ$16.2 billion of the country's GDP in the year ended March 2019. As of 2016 tourism supported 188,000 full-time-equivalent jobs. The flow-on effects of tourism indirectly contributed a further 4.3% of GDP. Despite the country's geographical isolation, spending by international tourists accounted for 17.1% of New Zealand's export earnings. International and domestic tourism contributed, in total, NZ$34 billion to New Zealand's economy every year as of 2017.
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Visit Philadelphia, formally known as the Greater Philadelphia Tourism Marketing Corporation (GPTMC), is a private, non-profit organization that promotes leisure travel to the five-county Philadelphia metropolitan area, including Bucks, Chester, Delaware, Montgomery, and Philadelphia counties in Pennsylvania. It was founded in 1996 by the City of Philadelphia, the Commonwealth of Pennsylvania. and The Pew Charitable Trusts. In 1998, House Bill 2858, Act 174 designated VISIT PHILADELPHIA, then GPTMC, to serve as the official Regional Attractions Marketing Agency.
Tourism New Zealand is the marketing agency responsible for promoting New Zealand as a tourism destination internationally. It is the trading name of the New Zealand Tourism Board, a Crown entity established under the New Zealand Tourism Board Act 1991. The Ministry of Business, Innovation and Employment; is the government department tasked with tourism policy and research.
The Ministry of Trade and Industry is a ministry of the Government of Singapore responsible for the formulation and implementation of policies related to the development of business, trade and industry in Singapore.
Wego is a travel app for flight search and booking in the MENA.
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Trip.com is an international one-stop travel service provider, available in 24 languages across 39 countries and regions in 35 local currencies.