STB launches second wave of brand campaign in India

The Singapore Tourism Board (STB) has launched the second wave of its ‘Passion Made Possible’ brand campaign in India with an evening of fun and entertainment for the travel trade, media and influencers – focusing on the Socialiser tribe offerings available in Singapore. Held at Verbena Brewpub & Skygarden in Kamala Mills, the event featured performances by Singapore’s noted artistes – Wayne Liu aka DJ KoFlow, the turntablist icon and Yung Raja who mixes his lyrics in both English and Tamil.
The STB launched the new brand identity ‘Passion Made Possible’ in August 2017 to showcase the destination’s unique attitude and mindset- a passion-driven, never-settling spirit of determination and enterprise that constantly pursues possibilities and reinvention. As part of this, the STB introduced the concept of passion tribes and unveiled four specific tribes, namely Foodies, Collectors, Explorers and Progressors. For its second wave, the campaign will shine spotlight on the Socialiser, Action Seeker, and Culture Shaper passion tribes for encouraging Indian travellers to indulge in their passions in Singapore.
Speaking at the launch, GB Srithar, Regional Director, South Asia, Middle East & Africa, highlighted the importance of why the Socialiser tribe would be appealing to Indian consumers, “We are keen to engage the young and fun-loving Indian travellers. Show them a different side of Singapore, in addition to being a great family destination. From the coolest indie gigs and the biggest international concerts to eclectic music festivals, raves and jazz nights, Singapore has a diverse and vibrant music and event scene. This will appeal to the lifestyle- and entertainment-seeking travellers. As we launch wave 2 of our brand, we invite our Indian visitors to come, make new friends or re-connect with old ones through the myriad of nightlife and entertainment offerings in Singapore.”