Galveston Capital Tourism and Marketing: Singapore Tourism Board Launches New Marketing Brand in Jakarta

Jakarta. The Singapore Tourism Board, or STB, unveiled its new international marketing brand “Passion Made Possible,” at the Annex building in Central Jakarta on Wednesday (06/09).

The new brand aims to market Singapore internationally for tourism and business purposes, as well as to attract more sophisticated tourists who seek more inspirational value propositions in their travels.

“The new brand captures the spirits of Singapore beyond just tourism. A lot of Indonesians have traveled to our country pretty often but they haven’t explored all of Singapore’s attractions and experienced our cultures,” said Raymond Lim, STB area director for Indonesia.

With the theme of “Passion and Possibilities,” STB wants to establish a deeper and more personal connection between both countries and its Indonesian fans and friends.

“Consumers are increasingly driven by their passion in making their travel decisions. We want to communicate that Singapore can fulfill their passions,” said STB executive director for Southeast Asia, Edward Koh.

In line with Singapore’s aspiration to attract quality tourism, Edward said the new marketing approach will go beyond what tourists can do in Singapore to invite them to think about what they can be there.

“They can pursue their passion as a foodie, an explorer, a collector, an action seeker, a socializer or a culture shaper because the destination will feed their spirit to pursue their aspirations,” Edward said. “With this new brand, people will find many more like-minded people to share their passions.”

In conjunction with the 50th anniversary of diplomatic relations between Indonesia and Singapore, STB also invited two Indonesian mural artists to participate in the campaign.

Bunga Fatia and Karina Deagusta have recently collaborated with a famous professional Singaporean street artist, Ceno2, to create a new mural painting in Kampong Glam.

“Whenever they travel to Singapore, Indonesian tourists will be able to relate to the artwork and find it attractive to take pictures, which will be posted on their social media and hopefully people will see it and come to Kampung Glam,” said Raymond.

“We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions,” he added.

Raymond said Indonesia, being the top source market, is among the first across 15 markets in the global roll out the new brand will penetrate over the next three months.

“STB Indonesia will continue to undertake aggressive promotional activities and roll out a marketing plan with focus on four cities [Jakarta, Surabaya, Medan and Bandung] that leverage the new brand.”

Upcoming Collaborations

To further promote the new brand, STB will hold a contemporary art exhibition, “Rising 50,” on Sept 12-Oct 12 at the World Trade Center Building in South Jakarta.

The one-month exhibition will showcase collaborative artwork from both countries.

Indonesian artists, such as pop-art artist Naufal Abshar, will be featured in the event.

Moreover, STB Indonesia will also collaborate with Pullman Hotel in Central Jakarta to showcase a series of Singapore pop-up bars at UNA, which is located inside the hotel, over the next six months.


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