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Discussion in 'The Courtyard Café' started by Narong Wongwan, Aug 24, 2017.
What a fucked up tagline for tourism.
Wonder kena saboed by who this time
Passion member mah?
encouraging sex tourism?
How will that help the economy grow? The pros are all foreigners.....so wat they earned is sent back.
attract sex-crazed angmo's from thighland to sg? the new tagline obviously is aimed at angmo markets? yes, no?
aiyah, boh tau boh buay must have link to press neh neh then release mah.....
Tourist goes to Cold Storage.
Cashier: Got passion?
Tourist goes to NTUC Fairprice instead.
Cashier: Got member?
Pardon my french , but which frigging minister or Perm Sec allowed this to happen. This uses English words but the phrase is barely literate. We'll be the laughing stock of the English speaking world. The quality of our senior civil servants and ministers is really deplorable. However , the Singaporean slant is unmistakable. We think everything can be manufactured. Even passion.
Thailand had the perfect Amazing Thailand tagline that ran for years.
Even bolehland had their Truly Asia.....
Even Canbodia's not so well know Kingdom of Wonder is ok.
Sg came up with the lame Your Singapore then followed by the cringe worthy copycat Uniquely Singapore. They couldn't even do a proper passable copycat like others....Wonderful Indonesia or Incredible India.
Now this latest stupid slogan comes with the SG in a circle.....I mean what kind of a fucked up logo is that. A primary school kid could have came up that.
Singapore's new international brand by STB and EDB: Passion Made Possible
PUBLISHEDAUG 24, 2017, 6:30 PM SGT
Kok Xing Hui
SINGAPORE - From New Asia Singapore to Uniquely Singapore and YourSingapore, and now - Passion Made Possible.
Passion Made Possible is Singapore's new brand and was unveiled on Thursday (Aug 24) after a year of planning.
For the first time, the branding will go beyond targeting tourists and will also be used to woo businesses.
While previous brand campaigns were Singapore Tourism Board (STB) efforts, this one is a partnership between STB and the Economic Development Board (EDB).
The idea is to have a "unified" brand that can be used across all campaigns to market Singapore - whether to tourists or businesses.
The new tagline, the agencies said, puts forth Singapore's attitude and mindset: "A passionate, never-settling spirit of determination and enterprise that constantly pursues possibilities and reinvention."
Other statutory boards and agencies under the Ministry of Trade and Industry will also adopt this branding when reaching out to international audiences.
A key feature of the new campaign is a shift towards storytelling.
Instead of talking about the different things a tourist can do in Singapore, STB will use local personalities and share stories about their passion.
For example, a 4½-minute video has been made of wildlife consultant Subaraj Rajathurai talking about his love of nature as he walked through Pulau Ubin and Sungei Buloh Wetland Reserve.
To showcase such videos, the agencies intend to partner sites such as CNN, BBC and National Geographic, as well as digital platforms such as Mafengwo and WeChat.
The new branding was launched at Infinite Studios, near Ayer Rajah, by Minister for Trade and Industry (Industry) S. Iswaran.
Minister S Iswaran at the launch of the new STB/EDB Passion Made Possible campaign
Mr Lionel Yeo, chief executive of STB, said: “Today, Singapore’s iconic attractions such as Orchard Road, Marina Bay and Sentosa are well known in our major source markets, and we are also well known for our attributes of security and efficiency. We will build on this by telling stories of passion made possible to develop an even more positive affinity between our target audience and Singapore.”
The logo that accompanies the Passion Made Possible tagline features the letters SG inside a circle.
Said Mr Yeo: "It draws on the widely recognised SG50 logo. We are calling it the SG Mark, and this can be applied to visuals or text to immediately connote the Singapore stamp of quality and trust, which underpins our spirit of passion made possible."
The revamp comes on the back of stiffer competition for tourism dollars from other countries.
For example, Britain has the "GREAT Britain" tourism campaign, while New Zealand has billed itself as "100% Pure". There are also the "Malaysia, Truly Asia" and "Amazing Thailand" campaigns.
To come up with the new brand, STB and EDB surveyed close to 4,500 respondents in Singapore and 10 other countries on what the Republic stands for.
They said respondents thought "passion" and "possibilities" best reflected Singapore's spirit.
"While 'possibilities' was strongly associated with Singapore as a destination, the 'passion' to strive was what drove these possibilities," said STB and EDB.
Ngee Ann Polytechnic tourism senior lecturer Michael Chiam thought it was interesting that this new tagline makes no mention of Singapore, unlike previous campaigns such as Uniquely Singapore and YourSingapore.
He added that Passion Made Possible is flexible enough for business and tourism purposes.
"For the tourism sector, the new tagline invites tourists who are passionate about something to explore different possibilities relating to their passion when they are in Singapore. For the business person, he can explore what drives Singaporeans, which can open up business possibilities," he said.
Singapore's tourism numbers have grown in recent years after a 7.6 per cent dip in tourism receipts in 2015 to $21.8 billion.
The number of visitors grew by 7.7 per cent to 16.4 million last year, while tourism receipts rose by 13 per cent to $24.6 billion.
In the first quarter of this year, there were 4.3 million visitors who spent $6.4 billion - a 15 per cent increase in tourism receipts over the same period last year.
Imagine top minds from STB and EDB came up with this. And nowhere is the word "Singapore" in the tagline. How the words "passion" and "possible" are associated with Singapore or Singaporeans in any meaningful or even a superficial way is beyond me. Even if they are not related to Singapore how is the tagline even makes sense if you are selling cookies, an experience etc.
The following words have some level of connections that most people will identify with Singapore readily;
East, exotic, oriental, melting pot, crossroads, colours and smell, food, rote, pliant, equatorial, urban jungle, heartlands, etc. I am sure there are other words that can do more things.
Try to beat this - simple yet effective
New condom brand launch?
This one in Thai is rather funny and if you understand Thai its more meaningful and funnier cos of the rhyme nevertheless the english subtitle helps. Enjoy
Singapore is like the Tin Man in Wizard of Oz who wishes he had a heart. All the Ads for the other countries have some element of truth. In Singapore, the beating heart is so hard to find even experienced Ad Agencies had to try their darnedest to imagine one. We are not fun, nor joy, nor adventure. Yeah, we are " safe ", "clean", " green", yes, in truth , boring. I'm glad we have tourists , but it beats me why they come.
Pinoyland has its more fun in the Philippines..but the reason why Singkieland has no good tagline is because it's has no appeal...no scenery..n nothing for tourists to do except eat n shop. Singkieland has a few good things but nothing than enhances the whole experience. Like good zoo...good bird park..sentosa..but it's a good stand alone thing...u can't just promote one zoo etc...
Most tourist are here because Singkieland is a hub... passengers on transit....like Perth to UK...stop over at Singkieland...Perth to SEA...stopover at Singkieland...but alot of flights r now direct.. n with regional airports adding more routes... Singkieland will have more competition..the good thing is air travel pie is growing...so got enough for everyone.
This is one is still the best publicity stunt......
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