The Singapore Tourism Board (STB) has launched the next phase for its “Passion Made Possible” global campaign. This year’s marketing activities includes a feature around 80 local talents such as singer-songwriter Nathan Hartono (pictured), indoor skydiver Kyra Poh and founders of local bookbinding company Bynd Artisan Winnie Chan and James Quan, to name a few.
These talents will be involved in range of activities from appearances in short films for the campaigns to participation in promotional events overseas, the statement said.
The move comes as STB expands its “Passion Tribes” strategy, including three more tribes such as Culture Shaper, Socialiser and Action Seeker – which aims to allow more consumers to cultivate their passions and interests in Singapore. Prior to the move, STB rolled out the Foodie, Collector, Explorer, and Progressor tribes last year.
This time round, the campaign will be released in 16 markets worldwide through marketing campaigns, consumer events and industry partnerships. This will be done via STB’s regional offices in markets such as Malaysia, Indonesia, Hong Kong, Japan, Thailand, China, Taiwan, Philippines, Vietnam, Germany, United Kingdom, South Korea, USA, Australia, India and Russia.
Overseas marketing activities include bringing music, art and culture to overseas audiences. This includes winning a trip to Singapore by taking part in sing-offs in Philippines and Korea, appreciating the works of local artists at a pop-up art showcase featuring augmented reality technology in Russia, Myanmar and India. Other activities include dancing through the night at invite-only parties in markets such as Vietnam and China, the statement explained.
Paying tribute to local creative talent
STB is also looking to pay tribute to the local creative talents behind the scenes. This saw the partnering with online video platform, Viddsee, for short premium content contributed by creatives, as well as to co-create two films for the Culture Shaper and Socialiser tribes.
Directors Wee Li Lin and Jacky Lee helmed this year’s conceptualisation and creation of the films, as opposed to TBWA leading the films in the earlier launch.
For this year’s campaign, STB is also working with Khairuddin Hori, curatorial director and partner of Chan+Hori Contemporary, to organise an art and augmented reality technology showcase. This showcase will feature the works of seven artists and will be brought to selected overseas markets to inspire visitors to travel to Singapore.
In addition to its new changes in the campaign, STB has also chosen to work with creative talents who belong in the respective tribe that they work on. STB aims to bring out authentic tribe stories from Singapore and build affinity within the tribes.
Continuing work with industry stakeholders
To further develop tours and hotel experiences in line with the brand, STB has also continued its partnership with industry stakeholders. The statement said tour operators saw 10 to 35% increase in sign-ups for Passion Tours, in which three are new. Tour participants have also been treated to sightseeing trips around the heritage sites of Singapore. For hotel partners, STB has also struck partnerships to elevate the hotel experience beyond accommodation by appealing to their passions and interests through storytelling and tours.
These partners include Far East Hospitality, Amara Sanctuary Resort Sentosa and Ascott Orchard Singapore, who offered different experiences relevant to the “Passion Made Possible” brand.
The “Passion Made Possible” was also adopted by other public sector organisations in their respective marketing efforts and trade engagement activities. This includes the Energy Market Authority and the Agency for Science, Technology and Research, which incorporated elements of the “Passion Made Possible” brand into their corporate and marketing assets.
This was also extended to their business events such as the Singapore International Energy Week 2018. In a current consumer campaign, Sentosa Development Corporation also featured its senior arborist Daniel Seah, who shared his passion for greenery and the island’s nature trails.
“Such efforts not only enable the brand to be shared with a wider audience, it also adds to the wealth of stories that personify the brand,” the statement read.
“As we move into the second year of the ‘Passion Made Possible’ global campaign, it is important that STB remains focused in telling a great Singapore story by profiling our personalities and talents in ways that best bring across our authenticity. In the process, we hope to get both locals and overseas consumers to share more about how Singapore is indeed ‘Passion Made Possible’,” Lim Shoo Ling, brand director, STB, said.
She added that the past year has been “gratifying” as the “Passion Made Possible” brand resonated with domestic, international and trade audiences. She added that the storytelling approach was a “refreshing and inspiring” touch that saw Facebook posts on how it captured Singapore as a destination.
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