Passions run high over S’pore’s new tourism slogan

SINGAPORE — Vague. Synergistic. Uninspiring. These are some of the responses to Singapore’s latest rebranding exercise, which has drawn a mixed reaction from academic experts and members of the public.

The Singapore Tourism Board (STB) and the Economic Development Board (EDB) unveiled the new unified brand, “Passion Made Possible”, to much fanfare Thursday (Aug 24) evening with the aim of promoting Singapore to tourists and investors.

Assoc Prof Sharon Ng from Nanyang Technological University’s Nanyang Business School said the new slogan is too vague. “It is unclear to me what story the STB and EDB are telling with this new campaign,” she said, adding that the brand’s effectiveness will depend on how it is executed.

However, Dr Michael Chiam, senior lecturer in tourism at Ngee Ann Polytechnic, saw the lack of specificity as a plus, saying: “It is generic enough to use in different contexts, giving rise to various possibilities.”

“Historically, Singapore was founded by forefathers with a certain degree of passion; it has been our ethos for a long time. The tagline kind of represents us,” he added.

Meanwhile, Dr Ang Swee Hoon, associate professor at the National University of Singapore Business School, called the shared branding between the EDB and the STB “ambitious”.

A unified branding could create a “synergistic” effect if it turns out well, she added, saying: “People will remember the STB when they think of the EDB. It would become more of a national slogan as opposed to just a slogan for the EDB or STB.”

Prof Ng also said it is better to have a unified brand than different agencies promoting different aspects of the Singapore story. “Consistency is very important in branding ... So if all stakeholders can come together to promote a consistent brand, that is definitely a good sign,” she said.

The slogan also helps the EDB to add a soft touch as it promotes Singapore to businesses, Dr Ang noted. “We already know that Singapore is very well run, and the slogan gives a human touch to it so that it is no longer all (about) money and infrastructure. Investors know the facts of Singapore, the slogan helps complement (these) with a soft side,” she said.

For the STB, Passion Made Possible has to be supported with communication collateral, such as putting a face to Singapore’s achievements, like the people behind the tourist attractions and those creating the country’s culinary delights, Dr Ang added.

Ms Angela Nemeth, 30, a Hungarian and first-time visitor to Singapore, said the new slogan accurately describes the city-state because the people here are “passionate about different cultures and cuisines”.

Second-time visitor Abe Nugroho, 27, from Indonesia felt that Singapore is “the right place to discover your passion”.

Meanwhile, Ms Mariana Tammeberg, 41, a director of jewellery company, said the text alone does not allow her to connect “passion” with Singapore as it is not a unique Singapore trait. “I really like the previous one ‘YourSingapore’, because it’s more powerful, and this one is too soft … If it is meant to represent the Singapore spirit, then ‘Spirit of Singapore’ sounds much better,” said Ms Tammeberg, who hails from Sweden.

Mr Peter Chong, a reader who posted his comments on TODAY’s website, was doubtful that the rebranding will drive a surge in tourists to Singapore.

“It’s childish and uninspirational ... What’s wrong with the original ‘Uniquely Singapore’? It’s catchy and captures the spirit of Singapore accurately,” he wrote. ADDITIONAL REPORTING BY ILDYKO ANG