STB promotes new tagline in US with SG branded goodie bag

The Singapore Tourism Board (STB) has partnered exclusively with lifestyle subscription box FabFitFun (FFF) to promote its new tagline "Passion Made Possible" in the US. This was done through the launch of an exclusive Singapore Passion Tote which was sent out to FFF members, who opted-in for the add-on to their winter season's box on a first come first serve basis.

The tote contained a range of Singapore items in branded bundles such as tea, wooden coasters with Peranakan-inspired prints and books by Singaporean writers, as well as a chance to win a trip to Singapore. STB declined to share the monetary value of the partnership.

In a statement to Marketing, STB said that it found that subscription boxes allowed the tourism board to push the essence of "Passion Made Possible", which is the notion of "What you can do" to "What you can be". The interest in subscription boxes in the US spawned from consumers seeking active immersion in their areas of interests, rather than passively consuming products and services, STB said. Subscription boxes such as Blue Apron, Birchbox and StitchFix allows consumers to indulge in their passions such as food, beauty and fashion, through the discovery of new products and experiences.

The US campaign runs in two phases, with the first being the add-on Singapore Passion Tote and promotions via leaflets, newsletter blasts, editorial pieces on FFF's website and social media. The promotion of the trip to Singapore will be featured in the Spring 2018 box, which will be done via newsletters, editorial pieces on FFF and social media channels.

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FFF is a direct to consumer company featuring elements such as targeted sampling and product placement, digital on-demand content channels, social influencers and curated videos. It represents the Millennial woman who does yoga in the morning, pursues her careers passionately during the day, is passionate about healthy living and always on the lookout for the best new products to continue looking good.

In August this year, STB and the Singapore Economic Development Board launched a new unified brand logo and tagline to market Singapore internationally for both tourism and business purposes. The new tagline, “Passion Made Possible” was created to communicate Singapore’s value proposition in addressing the needs of travellers and companies. It was created with the aim of helping Singapore stand out on the international stage, said Lynette Pang, assistant chief executive, marketing group at STB.

This is the fourth ever brand revamp the “Singapore brand” has undergone, and was created while keeping in mind Singapore’s endearing nickname “the little red dot”. It converges from STB’s “YourSingapore” and EDB’s “Future Ready Singapore” brand messages.