Singapore Tourism Board : Passion Made Possible Global Tourism Marketing Campaign


The Singapore Tourism Board (STB) launched a new Passion Made Possible global campaign today. In the latest wave of marketing activities that will cover 16 overseas markets in the next few months, STB continues to bring the Passion Made Possible brand to life by celebrating Singapore’s people, talent and stories through marketing campaigns, consumer events and industry partnerships.

First launched in August last year, the Passion Made Possible brand encapsulates Singapore’s never-settling spirit of enterprise in making passions possible through grit and determination. Since launch, STB’s marketing efforts for the brand have accumulated a global audience reach of over 555 million and close to 300 million video views.

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Ms Lim Shoo Ling, Brand Director, STB, said, “Over the past year, it has been gratifying to find the Passion Made Possible brand resonating well with domestic, international and trade audiences. Our storytelling approach to destination branding has been lauded for being refreshing and inspiring, and many have shared feedback that they enjoy the personal stories of Singaporeans and discovering a deeper side to Singapore as a destination.”

Activating Three More Passion Tribes

As part of the Passion Made Possible brand launch last year, STB introduced the concept of Passion Tribes with the unveiling of four specific tribes, namely Foodie, Collector, Explorer and Progressor. In the new campaign, three more Passion Tribes – Culture Shaper, Socialiser and Action Seeker – will be activated, which will allow more consumers to cultivate their passions and interests in Singapore. With that, STB’s seven tribes would have all been rolled out.

STB’s campaign and marketing activities this year will feature around 80 talents, including singer-songwriter Nathan Hartono, contemporary artist Jahan Loh, Native’s mixologist Vijay Mudaliar, DJ KoFlow, indoor skydiver Kyra Poh, founder of Geylang Adventures Cai Yinzhou, founders of local bookbinding company Bynd Artisan Winnie Chan and James Quan, as well as culinary teacher Ruqxana Vasanwala. The activities that involve these talents range from appearances in short films for marketing campaigns to participation in promotional events overseas.


Juergen Thomas Steinmetz has continuously worked in the travel and tourism industry since he was a teenager in Germany (1979), beginning as a travel agent up through today as a publisher of eTurboNews (eTN), one of the world’s most influential and most-read travel and tourism publications. He is also Chairman of ICTP. His experiences include working and collaborating with various national tourism offices and non-governmental organizations, as well as private and non-profit organizations, and in planning, implementing, and quality control of a range of travel and tourism-related activities and programs, including tourism policies and legislation. His major strengths include a vast knowledge of travel and tourism from the point of view of a successful private enterprise owner, superb networking skills, strong leadership, excellent communication skills, strong team player, attention to detail, dutiful respect for compliance in all regulated environments, and advisory skills in both political and non-political arenas with respect to tourism programs, policies, and legislation. He has a thorough knowledge of current industry practices and trends and is a computer and Internet junkie.