Singapore officially launches new brand

Singapore: Passion Made Possible officially launches in the UK today at London Cocktail Week, to showcase Singapore as a unified brand and powerhouse on the international stage...

Singapore's Pepper the Robot greeted guests on arrival as well as announcing some winners on stage
Singapore's Pepper the Robot greeted guests on arrival as well as announcing some winners on stage

Singapore unveiled its Passion Made Possible brand to event planners at C&IT’s 2017 annual awards, which took place at the Hilton on Park Lane. As headline sponsors, Singapore: Passion Made Possible put on quite a show for guests.

The extravagant showcase involved a robot, visual displays and a strong cocktail – the Singapore Sling – to give industry buyers the chance to see what’s on offer.

Guests were also treated to impressive Singaporean indie band, Pleasantry, who performed on stage alongside moving imagery put on by graphic designer Amanda Tan.


The brand launch was a bold joint move by The Singapore Tourism Board (STB) and the Singapore Economic Development Board (EDB) who hope by addressing the needs of travellers and companies, the country will stand out on the international stage.

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.

But, global competition to attract tourists and investments has intensified, and the media landscape has become more crowded and complex. Event planners are looking for new experiences, as visitors look to immerse themselves in cultures and build deeper connections with destinations.

Singapore: Passion Made Possible, aims to present Singapore’s attitude and mindset: a passion-driven, never-settling spirit of determination and enterprise that constantly pursues possibilities and reinvention.

In a speech at the awards, STB’s director, Yen nee Tan said that the new brand looks beyond just tourism, to tell a fuller Singapore story.

"We do this by bringing together stories of Singapore," she said.

"For example, Chef Chan who runs a humble hawker stall in Singapore’s Chinatown earned a 1-Michelin star for his chicken rice meal at a cost of less than £2. Or Ms Janet-Tan Collis, a MICE veteran who pushed the boundaries to organise a successful street food party for 6,000 business delegates."

Tan went on to say there are so many other stories of how the passions of ordinary Singaporeans have blossomed into reality, and that is the driving force behind the launch.

"Singapore is making the shift from being primarily an investment-driven economy to one that will be led by innovation," said Dr Beh Swan Gin, Chairman of EDB.

"In particular local and international companies are seeking to create new products, services and solutions that will have a stronger impact in Asia. It is timely to send a strong and clear signal that companies can do this successfully from Singapore and turn possibilities into reality," he added.

For further information on Singapore: Passion Made Possible, you can visit the website here.


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