Singapore's 'Passion Made Possible' Campaign: A Marketing Analysis

This essay provides a marketing analysis of Singapore's 'Passion Made Possible' campaign, a destination brand jointly launched by the Economic Development Board and Singapore Tourism Board (STB). It examines the tourism industry in Singapore, highlighting its dependence on tourism for foreign currency and its success in attracting international tourists despite limited natural resources. The essay discusses the campaign's rebranding efforts, its focus on digital mediums, and its aim to showcase Singapore's entrepreneurial strengths. It also evaluates strategies such as reviving old history, targeting the right customers, connecting with agents, online promotions, using famous personalities, and website development that could strengthen the campaign and increase tourism. The analysis concludes that 'Passion made Possible' is an ambitious campaign concentrating on promoting cities and their attributes through online media, particularly social media, and offers recommendations for enhancing its productivity.

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Event Management
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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

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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

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show colour and vibrancy across the city. They have taken the use of different types of passion
ambassadors who are actually pioneers in their areas of business.
Strategies that could strengthen the campaign
Brands strategies are adopted by different statutory agencies and boards lying under Ministry of
Trade and Industry. It is included in their tradeshows and marketing campaigns when reaching
out to the audiences at the international level (Kiráľová and Pavlíčeka, 2015). Below mentioned
are some of the marketing strategies with the help of which the event industry of Singapore can
increase the level of tourism in the country:
Reviving old history of Singapore: There are numerous places to visit in Singapore like Sentosa,
Garden Bay, Marine Bay Sands, Keng temple etc. The monuments and environment highly
affect the interest of customers in the market. However, tourism can be increased at such places
if the guides will help the travellers to learn about the history of such places (Henderson, et al.
2011). The country should make use of search engines to let people know about the great grand
history of the country. This will enhance the interest of the people towards going and visiting to
such places live. Further, the government should also promote the level of tourism by
refurbishing the old monuments and by increasing the beauty of gardens by managing them
properly.
Targeting Right Customers: It is very important for the campaign to target the right type of
customers in the market. The campaign should aim to attract the people present in nearby
countries. Targeting the visitors of nearby countries will automatically help Singapore board to
increase the level of tourism (Visiting Singapore, 2018). Segmentation has been done based on
different variables. This campaign has concentrated more on the youth who have passion for
different things.
Connecting with agents: Agents are very important for the tourism industry as they are the main
people who serve the services to the travellers in the market. The campaign should tie up with
different agents worldwide who should attract the interested visitor to travel in Singapore. The
board should form tie up with the agents in target incentive basis. For instance, the travel agents
of Bali should contact with Singapore board and on per visit through the board should provide
them incentives. In this way, the country can increase the level of tourism in the country.

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Online Promotions: The fact should be noted that nowadays, all organizations present in the
worldwide market have started shifting their focus on online marketing due to availability of
people on social media platform. So the Singapore board should provide offer to various travel
bloggers present in different parts of the world to come in their country and enjoy. This will
attract interest of people present who are connected with the travel bloggers on social media
platform. Online marketing is also done with the help of the website of the Singapore
government VisitSingapore.com.
Use of Famous Personality: Celebrities in the current environment are followed by millions of
people worldwide. So the board should attain a contract with famous celebrities to promote
Singapore tourism worldwide. One post of these celebrities will attract many followers towards
tourism in the country. This campaign should add more pioneers in different fields so as to
strengthen the campaign (Passion made Possible, 2018).
Website Development: The board should also develop the social media website of the country so
as to satisfy the queries of the visitors. The board should form an online forum where people can
easily post their queries and the board members of Singapore would reply to it. It is important for
the country to promote the social media presence of the campaign. In this way, the tourism sector
of the country will gain more eyes of the visitors.
Conclusion
As a concluding remark it can be said that Singapore is attracting large amount of tourists
towards its business. Campaigns such as Passion made possible is one of the most ambitious
campaigns run by Singapore Tourism Board. This is concentrating more on the promoting the
cities and its attributes using the online media especially through the users of Social media.
Reviving old history of Singapore, Targeting Right Customers, connecting with agents, Online
Promotions, Use of Famous Personality and Website Development are some of the strategies that
could help STB to make this campaign more productive.

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REFERENCES
Chin, A.T., 2013. Singapore’s “Tourism Unlimited” and Transport Infrastructure. Community
Destination Management in Developing Economies, p.129.
Hall, C.M. and Page, S., 2012. Tourism in south and southeast Asia. Routledge.
Henderson, J.C., 2016. Local and traditional or global and modern? Food and tourism in
Singapore. Journal of Gastronomy and Tourism, 2(1), pp.55-68.
Henderson, J.C., Chee, L., Mun, C.N. and Lee, C., 2011. Shopping, tourism and retailing in
Singapore. Managing Leisure, 16(1), pp.36-48.
Kiráľová, A. and Pavlíčeka, A., 2015. Development of social media strategies in tourism
destination. Procedia-Social and Behavioral Sciences, 175, pp.358-366.
Kiráľová, A., 2014. Social Media as a Tool of Tourism Destinations Marketing
Campaign. IDIMT-2014 Networking Societes-Cooperation and Conflict. 22nd Interdisciplinary
Information Management Talks, pp.163-173.
Lim, T.W., 2017. Cultural Heritage and Peripheral Spaces in Singapore. Springer.
Passion made Possible, 2018. Where passion and possibilities meet. [Online] Available at:
https://www.visitsingapore.com/en_in/. [Accessed on 18th December 2018]
Visiting Singapore, 2018. About Passion Made Possible. [Online] Available at:
https://www.visitsingapore.com/about-passion-made-possible/. [Accessed on 18th December
2018]