Tourism Singapore outlined marketing plans for 2018, following the launch of the nation’s new brand identity; Singapore – Passion Made Possible.
According to Oliver Chong, Executive Director, Communications and Marketing, the new brand aims to capture the “Spirit of Singapore, new possibilities for a better world”, and for the first time ever is a brand that is unified across all government agencies, not just tourism.
The Passion brand encompasses seven ‘Passion Tribes’; Foodies, Collectors, Explorers, Progressors, Culture Shaper, Socialisers and Action Seekers. Each ‘Tribe’ will be targeted with a different film, using real Singaporean personalities to tell each story.
The brand has been launched so far across 14 countries, with the Passion story told in different ways –with very specific appeal to each. In Sydney and Tokyo, Singapore promoted its creative appeal with local collaborations, in Sydney along Kensington St and the Old Clare Hotel, collaborating with Donna Ong, Ezzam Rahman and RAW Moves.
Alongside the telling of Singapore’s stories, comes the development of 24 new ‘Passion Made Possible’ Experiences, with unique new tourism products such as ‘Made in Singapore’ rooms at Village Hotels, Singapore Sideways Vespa Tours, New Generation Hawkers Culinary Adventure and ‘Sin & Salvation’ by Betel Box Tours.
2018 will also see the continuation of successful partnerships with Disney, with a Marvel event planned for 2018 and a Disney Pixar event for 2019, and the Grand Prix, which will be held in Singapore for at least another four years.
Also in 2018, in efforts to reinvigorate Singapore’s shopping scene and promote local designers, a new precinct will open on Orchard Road called ‘Design Orchard’ a design incubator which will house 60 emerging local designers and include retail and event spaces.
The destination is also developing its eco-tourism offering, with plans to improve access to Mandai Nature Reserve, and relocate Jurong Bird Park to Mandai by 2026.