Passion Made Possible Campaign: Marketing Analysis for Singapore Tourism

RUNNING HEAD: Management
Event Management
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Management 1
Passion made Possible Campaign
The tourism industry is one of those industries that are expanding at much faster rate. Different
types of campaigns by different organisations are conducted in different parts of Singapore so as
to attract people. Singapore Tourism Board is the major institution that is handling tourism
campaigns in the nation (Chin, 2013). The purpose of this essay is to enlighten the reader about
the marketing analysis for the ‘Passion made Possible’ event for Singapore. The essay is going
evaluate information about the tourism industry of the country and the campaign held by the
country as well. Further, it also evaluates information about the strategies with the help of which
the country can effectively organize the growth of tourism in Singapore. Singapore is the country
that is known for its tourism worldwide, the country also earn reputable. Further, more details
about the analysis are discussed below:
Tourism industry In Singapore
Like many other Asian countries Singapore is also largely dependent on the tourism sector for
the flow of foreign currency. Tourism industry in Singapore is one of the major industries as it
contributes largely to nation’s economy. In 2017, country has attracted 17.4 million international
tourists which are more than 3 times that of population of Singapore. Factors such as English
being one of the four major languages, lowest of crime rates in the world, higher connectivity has
helped the country to become third best country to visit in Asia. In spite of the fact that country
does not have huge amount of natural and cultural resources, its policies made by the
government has helped it to reach to this level (Henderson, 2016). Government and the
organisation in the tourism industry have basically concentrated on the luxury tourism by
developing several destinations and cities.
According to the Singapore Tourism Board (STB) in last few years there have been reduction in
the numbers of tourists that is coming to the country but they hope that things will improve in the
coming years. In 2014, tourist receipts have added up to S$23.6 billion. They have a large
numbers of Islands that actually makes the tourism more unforgettable experience. STB
promotes a series of events all around the calendar year like Singapore Art festival, Singapore
Garden festival and Chingay parade (Hall and Page, 2012). Other annual events are Singapore
Sun Festival, Singapore Jewel Festival, and Christmas Light Up. Sports events like 2008 FIA

Management 2
Formula One world Championship was hosted by the company which attracts large numbers of
people to the country. It is also attracting people due to its tourism attributes such as Shopping.
Singapore being a tax heaven allows companies to sell products at lower cost.
Passion made possible
Passion made possible is a destination brand of Singapore. It was launched jointly by Economic
Development Board and Singapore Tourism Board on 24th August 2017. This destination brand
marks the rebranding of the brands related to Singapore. It is a replacement of YoungSingapore
campaign. In order to ensure that people keep visiting different destinations of Singapore and let
it be competitive and relevant at the world levels and to the people that are coming to the
country, Singapore Tourism Board hopes to maintain its presence on the digital mediums. They
want to do this by giving high internet penetration in its key markets. Passion made possible was
one of the slogans used in the later stage and was derived in 2017 (Kiráľová, 2014). In the hope
of showcasing the nation’s entrepreneurial and innovative strengths to all other nations, such
kind of brand campaigns are raised so as to market the nation’s investors, consumers, businesses
and tourists.
Passion Made Possible rebranding campaign continues to engage a drive-to-web strategy. It
drives customers to the VisitSingapore.com where they can actually explore Singapore through
the online initiatives. Along with this they can plan their itineraries as well as share their travel
experiences. This website is managed by STB’s creativity agency. They have two different types
of sites for exploring different audiences that are business travel site and leisure travel site. The
brand strategy is aligned with the social media users (Lim, 2017). Its logo contains ‘Singapore
Mark’. There is an emblem present showing the attributes of Singapore as a place that is trusted
to deliver also connoting quality. The slogans used in the campaign are getting mixed reactions.
If executed well, STB hopes campaign to have a synergistic effect. This campaign aims to
awaken passions and living out dreams when someone explores the town and meet the diverse
locals who calls it as their home.
This campaign showcases different types of ways in which the city of Singapore will lure the
passion of the people. It illustrates the types of experience that could be taken by the people to