Following the unveiling by the Singapore Tourism Board (STB) of the country’s inside-out, unified brand “Passion Made Possible” in Singapore, a series of promotional activities has kicked off in India. The weekend of November 17-19, 2017 will see the Board partnering St+art India Foundation to present the Singapore Weekender as part of the St+art Urban Art Festival in Mumbai. The STB has partnered not-for-profit St+art India Foundation and Impresario Group to create a three-day experiential festival to showcase some of the Lion City’s brightest self-made talents in art, music, dance, food, film and photography across Mumbai – at the Sassoon Dock in Colaba as part of the St+art Mumbai 2017 Festival and in Social restaurants in the city.
Mr Lionel Yeo, Chief Executive of STB, said, “With Passion Made Possible, STB is presenting a brand that can tell a fuller Singapore story beyond just tourism. This brand articulates what we stand for as a country and supports the telling of many stories about this destination and its people. It will allow us to build a deeper and more personal connection between Singapore and our fans and friends, even when they are not actively thinking about travel. This brand is in line with Quality Tourism as it will appeal to the more sophisticated tourists who are seeking more aspirational value propositions in their travel.”
Speaking about the unconventional approach adopted by the STB for its brand launch activation in India, Mr. GB Srithar, Regional Director – South Asia, Middle East & Africa, explained “Over the years, we have been successful in establishing Singapore as a top family travel destination for Indian travellers. Our efforts to promote the country as a family-friendly destination have been effective and this segment takes up the biggest proportion of Indian visitors to Singapore. However, with an estimated 65 per cent of India’s population being 35 years and under with strong disposable income and increasingly travelling overseas, we are reaching out to them. These young adults or working millennials seek immersive, unique and local experiences and Singapore presents a plethora of options.
We are happy to partner with St+art India Foundation and Impresario Group, both players known to break boundaries in their own fields, to present Singapore in a different light. By showcasing seven (7) Singaporean artistes and talents’ work in line with our Passion Made Possible brand to the Indian audiences, we hope to entrench Singapore as an exciting lifestyle hot spot. Many travel interest triggers, like music, art, dining can be satiated in Singapore. I am heartened by the fact that both Singaporean and Indian talents and local Mumbaikars will collaborate for many of the presentations, fostering artistic friendships.”