Singapore Tourism Board (STB) puts the spotlight on the little red dot’s most treasured resource, but usually overlooked feature — its people — in its latest destination brand dubbed “Passion Made Possible,” which was launched recently at Infinite Studios in Singapore.
A joint project with Singapore Economic Development Board (SEDB), the new brand is the first unified brand for Singapore on the international front, a bold move to present Singapore’s attitude and mindset: a passion-driven, never-settling spirit of determination and enterprise that constantly pursues possibilities and reinvention.
“Through the years, STB always had a brand that’s very descriptive. It was, indeed, a fun seven years of YourSingapore, which focused on the different shopping, dining and cultural attractions in the country,” said Lynette Pang, assistant chief executive, marketing group, Singapore Tourism Board. “This year, we’ve joined hands with our sister agency (the SEDB) to come up with a unified brand that celebrates what Singapore truly stands for.”
“Passion Made Possible” presents Singapore’s attributes beyond tourism and business. This will provide the opportunity and platform for Singaporeans and residents to showcase their enterprising and persevering spirit to the world, and serve as a unifying brand for Singapore on the international front.
With this new campaign, STB and SEDB rallied Singaporeans to be their brand advocates by sharing their amazing/success stories to inspire others.
With brand ambassadors from different groups or what they call “tribes” — Foodies, Explorers, Progressors and Collectors — the new campaign focuses on how their passions fuel possibilities.
“Some of you might be familiar with Charles & Keith, a homegrown Singapore shoe brand,” said Pang. “Did you know that the owners started the shoe business in their home, which is a public housing? Today, the LVMH group has invested in them.”
There’s also chef Malcolm Lee. Trained in the French culinary arts, Lee wanted to be true to his heritage and culture so he opened a little Peranakan restaurant with his auntie and mom. Lee’s Candlenut is the first Peranakan restaurant in the world to receive a Michelin star.
“Whether it’s Joseph Schooling who gave us our first Olympic gold medal, or Nur Yusrina Ya’akob who climbed Mt. Everest not once but twice; or the beloved hawker uncle Chan who after many years of hard work finally earned himself a Michelin star, you’ll find in all these stories the themes of passion and possibilities,” enthused STB chief executive Lionel Yeo, chief executive, STB.
Passion captures the idea of one’s determination to pursue something that is truly worthwhile. And possibility made real is the promise of Singapore.
“Singapore will continue to make a positive impact on our citizens and on the millions more who visit us, who invest in us, who trade with us, and who partner with us. By creating memorable and impactful experiences, we hope to touch more lives,” added Yeo.
An aspirational destination
According to Lynette Pang, travelers today are more involved, more demanding.
“They want to live like a local,” said Pang. “We want Singapore to be an aspirational destination. And when it’s aspirational, the shift is what you can be.”
In Singapore, you can be who you want to be. If you love food, don’t just come to Singapore to eat; immerse yourself — be a foodie! If you love arts, be in the thick of action. Talk to people. Be a culture shaper.
“Singapore has many good places to visit and passionate individuals to meet,” Pang enthused.
Well, Pang is right. The tiny red dot on the map never ceases to amaze.
During our visit, Lael Loh, STB area director for Philippines and Brunei, took us to IG-worthy places in SG that are off-the-beaten track.
• Joo Chiat. Designated as Singapore’s first “heritage town” in 2011, Joo Chiat is named after Chew Joo Chiat, a wealthy Chinese landowner in the early 20th-century. The area’s identity is shaped by its unique pre-war architecture — colorful two-story shophouses and terrace houses with ornate facades, intricate motifs and ceramic tiles. But what draws tourists to Joo Chiat is the endless culinary choices. Explore cool cafes that offer laksa and other Nonya delicacies. This charming corner can be covered on foot in an hour or two, but you can sign up for the Vespa Tour offered by Sideways.SG.
• Tiong Bahru. This neighborhood in downtown Singapore is the best place to take your selfies. The place is lined with concept cafes and cute bookstores (with book vendo machines) with murals created by local artists that are sure to get you those double-taps on IG.
• Huone (3D River Valley Road). Tucked in one of the “warehouses” in Clarke Quay, Huone is a hotel without bedrooms — only event rooms. Founded in Finland, the 11 boutique funky meeting rooms in Huone take the “boared” out of the boardroom meeting.
• Club Street (Chinatown). Once the night falls, this street is closed for clubbing. The district houses several cool joints worth checking out if you’re in the mood for a drink or two.
•The Warehouse Hotel (320 Havelock Road, Roberson Quay). Industrial heritage meets creative design at the Warehouse Hotel, formerly a warehouse for illegal distilleries and opium. Machinery-inspired lighting dangles from black iron beams in the lobby, while concrete and copper contrast with the sleek modern styling of the rooms. The hotel has an infinity pool and a restaurant, Po, that serves mod-Sin cuisine.
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For inquiries, visit www.stb.gov.sg or www.visitsingapore.com, follow STB on Twitter @STB_sg.