For many years, Singapore Tourism Board ran multiple campaigns from multiple markets with multiple brand messaging. This eventually led to a lack of consistency and clarity in terms of what Singapore has to offer as a tourist destination. So for the first time ever, Singapore Tourism Board wanted a ‘One brand, One campaign’ creative platform that could harness synergies across markets and strengthen the perception of Singapore. The brief was big; it had to make our internal target audience, the Singapore citizens, proud and also appeal to the rest of the world. We were tasked to present a clear and consistent destination campaign idea that demonstrates the nuances of local insights as well as increase frequency, conversion and spend, and enhance advocacy for the brand.

We wrote ‘Passion Made Possible’, captured it through a 2-minute film shot with an entire cast of Singaporeans and launched it on Singapore’s 52nd national day. But it wasn't just about one launch film. We wanted to change the way people experienced Singapore. So we shared stories of the passions of Singaporeans and promoted to travellers at various touch points, from pre to post trip. Content films increased consideration of Singapore as a place to visit. Print and Outdoor gave people more reasons to choose Singapore. Social and passion trails let people see Singapore differently during their visit. Key Opinion Leaders from different markets also came to meet our ambassadors and co-create new possibilities in Singapore. For Japan, a feature film and a new mascot. For Indonesia, a limited edition scarf collection, and a wall mural. For Australia, a new recipe. For China, a brand new single and music video.