The Singapore Tourism Board (STB) has laid to rest a seven-year branding campaign called YourSingapore, which focused on promoting Singapore as a destination with a concentrated mix of dining, shopping and natural and cultural attractions.
While it was an extensive campaign marked by the promotion of user-centric travel experiences, it also drew criticism when one of its unforgettable promotional videos went viral for the wrong reasons.
The 2014 video had been made for the Philippines market, and featured a couple touring Gardens by the Bay. At the time, it was widely criticised for having cringe-worthy and clichéd acting and was subsequently removed as a result.
Thankfully, we can let bygones be bygones because unlike the 2014 video, STB’s latest promotional video is now getting many thumbs-up from Singaporeans and visitors alike.
On Thursday, STB announced the launch of a brand new destination campaign in collaboration with Economic Development Board (EDB). Called “Passion Made Possible”, it’s the first time a branding campaign will aim to market Singapore internationally for both tourism and business purposes.
Fortunately, a campaign video launched this time round garnered more praise than flak, and seems to be quickly winning hearts all over social media. By Friday (Aug 25) morning, the video had already earned more than 1,000 positive reactions and over 900 shares on Facebook since its launch on Thursday.
Perhaps the fact that the video features pop singers Nathan Hartono and Stefanie Sun, both the pride of Singapore, has helped to boost its popularity.
Maybe there’s some post-National Day vibes going on too.
But for the most part, the campaign’s message that “Singapore is Passion Made Possible” has resonated with Singaporeans who seem to be loving the new take on how their country is being promoted.
According to The Straits Times, the campaign took a year of planning, during which a study polled 4,500 respondents across 10 countries on what they thought Singapore stood for.
According to results, respondents felt that the themes of “passion” and “possibilities” best reflected the Singapore spirit. Based on this, the new campaign aims to present the country’s attitude and mindset as one that’s passion-driven, with a never-settling spirit of determination to pursue reinvention.
In a press statement, Lionel Yeo, CEO of STB, said: “STB is presenting a brand that can tell a fuller Singapore story beyond just tourism.
“This brand articulates what we stand for as a country and supports the telling of many stories about this destination and its people.”
Instead of going the old route of introducing Singapore through its attractions, the “Passion Made Possible” campaign will feature the unique stories of local personalities and the things they’re passionate about.
To kickstart the campaign, STB has launched its first personality features on YouTube. The first three personalities featured include Mark Ong, an amateur skateboarder-turned-sneaker designer; Malcom Lee, the chef behind the world’s first Michelin-starred Peranakan restaurant; and Subaraj Rajathurai, a wildlife expert and self-taught naturalist.