Singapore's new tourism campaign aims for diversified cultural platform

Singapore's new tourism campaign aims for diversified cultural platform

The Singapore Tourism Board (STB) and Singapore Economic Development Board (EDB) have unveiled a joint venture to market Singapore for tourism and business opportunities internationally. 

The joint brand is a bold move created to present Singapore's passion-driven spirit of determination and enterprise that constantly pursues possibilities and reinvention.

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Passion Made Possible was derived to capture Singapore's spirit in a way that builds affiliation and affinity, to "provide the platform for Singaporeans to showcase their enterprising and persevering spirit to the world."

The brand will be driven by six pillars that include sports, film and music. Several Passion Made Possible films have been lined up, while news on the music plans for the brand are expected to be announced soon, although musicians such as Nathan Hartono and Spacedays have been cited as examples.

The campaign's official video features a soundtrack performed by Tay Kewei, Alemay Fernandez, Fendi Sahid (Fuze Collective) and Sivadorai Sellankannu (Jack&Rai).

Also, is that a Nathan Hartono and Stephanie Sun collaboration we see? While there's no sign of a recorded song, Stephanie Sun, "the official Singapore Tourism Ambassador for Greater China" will collaborate with Nathan Hartono "to introduce places in Singapore that inspire them."

Find out more information about Passion Made Possible here.

Watch the campaign video for Passion Made Possible: