While Singapore has become well-known as a premiere business hub with outstanding infrastructure and world-class attractions, the Singapore Tourism Board, along with the Economic Development Board, realized it was high time to show the country’s true strength – the relentless passion of its people. Because of this, they launched “Passion Made Possible”, a tourism campaign that truly captured the Singapore story and spirit.
Before crafting the campaign, STB conducted an extensive research to help define what Singapore stood for among locals and tourists. They eventually discovered that “Passion” and “Possiblity” were recurring themes.
Through the campaign, STB presented different passion tribes that travellers could belong to and put storytelling at the forefront of the campaign by showcasing real-life stories of Passion Ambassadors—exceptional Singaporeans from various fields—who embody the “Passion Made Possible” spirit.
STB Philippines introduced Filipino Passion Personalities with a deep connection to Singapore to convey the Passion Made Possible story in a way that would inspire Filipino travellers to pursue their passions in the Lion City. These Passion Personalities were coffee expert and owner of Yardstick, Andre Chanco; renowned chef and owner of Your Local, Hey Handsome, and Any Any, Nicco Santos; and celebrity and travel vlogger, Mikael Daez.
While the Passion Personalities became the faces of the campaign, STB Philippines also engaged Filipino travelers with immersive activations that presented a myriad of possibilities to be explored in Singapore. They mounted the Passion Made Possible Travel Showcase which featured the Passion Personalities and different passion zones for foodies, collectors and explorers. These experiential activations were also brought to various travel expos.
To amplify campaign efforts, STB Philippines also released various stories and articles that highlighted Singapore as a passion chaser’s dream destination. STB also strengthened their digital presence with a Passion Profiler to help travelers find their passion tribes, travel and interview films of the Filipino Passion Personalities and engaging digital content on the VisitSingapore PH Facebook page.
As a result, more than 700,000 Filipino travelers were inspired to ignite their passions in Singapore, a record-breaking milestone of Philippine arrivals. Aside from this, the “Passion Made Possible” campaign also won in the communication management division of the 16 th Philippine Quill Awards, an annual competition that recognizes excellence in professional communication.
