New “Passion Made Possible” campaign draws mixed reactions from netizens

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By Phyllis Lee/

“Passion Made Possible” is the new unified tagline and branding of Singapore, launched by the Singapore Tourism Board (STB) and the Economic Development Board (EDB) yesterday.

This is the fourth time Singapore’s identity has been revamped, but this time, it will market the nation to both tourists and businesses. Other statutory boards and agencies under the Ministry of Trade and Industry will also adopt this branding when reaching out to international audiences.

This new campaign also comprises of a series of films to show how Singapore represents “Passion Made Possible”. Check it out here.

Assistant chief executive from the marketing group at STB, Lynette Pang, said: “This time we wanted to start inside out. We wanted to hear what Singaporeans believed in and wanted a brand that reflected what Singapore is today. It needed to stand for a belief and attitude.”

So is the new branding really what Singaporeans believe in? Some netizens gave their stamp of approval by complimenting the stunning cinematography and content of the campaign’s videos.

However, most netizens have been shooting the new tagline down, claiming that it does not represent Singapore at all.

Netizens brought up how contradictory the slogan was when it comes to the lesbian, gay, bisexual and transgender community in Singapore.

Interestingly, it was also pointed out that the slogan sounds sexually suggestive.

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15 comments

  1. Steve Chia says:

    It is actually supposed to be the English translation of 心想事成 according to the state media news. It would seem like the advertising agency responsible for the campaign worked on it in Mandarin and came out with the theme of 心想事成 and then tried to translate it into an English equivalent. I can’t help but feel that something has been lost in the translation though.

  2. Yes definitely paid thousands of dollars to ad agency. Can bet my bottom dollar. This is how stat boards work. They will get some high sounding ad agency to make pitch n select the most atas sounding meaningless tag line. After that if any negative comnents they will blame ad agency n some junior chap. If good reviews boss will take credit for everything n give interview to ST about how clever he is. Its Spore goverment n stat board SOP. Khaw is living example.

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