Singapore Tourism Board launches second wave of Passion Made Possible brand campaign in India with #PartyLikeInSG

‘This wave throws the spotlight on three tribes; Socialisers, Culture Shapers and Action Seekers’

Mumbai, Nov 16, 2018: The Singapore Tourism Board (STB) 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, popular rapper signed to M03 Records, a division of Kartel Records, who mixes his lyrics in both English and Tamil. The event also showcased the original Singapore Sling mixed by bartender Andy Lim from the Raffles Hotel while culinary expert Ruqxana Vasanwala, founder of Cookery Magic which conducts cooking classes, provided her unique twist on local Singaporean delicacies such as Pisang Goreng (Fried Bananas) and Onde-Onde (Pandan-flavoured Glutinous Rice Balls with Palm Sugar) tapas-style.     

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 to encourage Indian travelers to indulge their passions in Singapore.

Speaking at the launch, Mr 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.”

During their visit to India, Wayne Liu - DJ KoFlow & Yung Raja (Singer-Rapper) jointly commented, “Singapore’s nightlife is multi-faceted, there are all kinds of party spots for many different likings including a diverse thriving music scene. It’s an experience you will not want to miss out on!”

As a pre-buzz to the Wave 2 launch the STB collaborated with Vh1 India for its first-ever music video in India titled ‘Unstoppable’. The music video which has garnered almost 2.6 million views on YouTube. Featuring the GRAMMY Award-nominated Indian-American rapper, singer and songwriter Raja Kumari, the Chemical Brothers of India ‘Midival Punditz’ and popular Singaporean B-Boying crew ‘Radikal Forze’, the music video highlights their unique talents and common passion for creativity, music, sounds, dance and entertaining audiences. The music video was shot against well-known locations in Singapore such as the Marina Bay area, Chinatown precinct including the Buddha Tooth Relic Temple, Gardens by the Bay as well as Henderson Waves.

The second wave will witness a series of consumer events and industry partnerships rolling out by mid-2019.

In 2017, Singapore recorded 1.27 million visitors from India, making India the 3^rd highest contributor of visitor arrivals to Singapore. India also register the highest growth at 16 % in visitors to Singapore and continued to be the leading source market for cruise travel.