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Tourism chiefs offer cash support to content creators for Passion Made Possible marketing push

Tourism chiefs in Singapore have created a S$1m war chest to fund the creation of content to be woven its global Passion Made Possible marketing crusade.

Called Fast Forward, it will offer financial support to content creators to develop collateral that will be used to sell Singapore to the world.

Singapore Tourism Board said filmmakers and vloggers can apply, with creative agencies and media companies even invited to participate.

While TBWA is STB’s creative agency of record, it appeared to have moved away from the agency in the second wave of the Passion Made Possible campaign with the tourism body partnering with online video platform Viddsee to create what it called “short premium content”.

STB said the projects under the Fast Forward initiative must bring to life the Passion Made Possible brand or be relevant to the seven consumer groups identified as target markets.

The segments being targeted, or “tribes” as they have been called, are foodie, collector, explorer, progressor,  action seeker, culture shaper and socialiser.

The first tribes were released in 2017 with the second wave launched in August as part of the STB’s global marketing efforts.

STB digital and content director Terrence Voon said: “Singapore has a passionate community of content creators and storytellers who are already producing inspiring content and telling a great Singapore story.

“As part of our marketing strategy, we want to support home-grown talent and showcase content about our people, spirit and attitude in an authentic way. Through Fast Forward, we hope to turn more of such story ideas and concepts into reality, and bring their work to a global stage.”

Applications will be open between January 1 and 31 with successful projects receiving up to 50% of costs, including creative development, production, distribution and marketing.

STB said it will support original content and adaptations of stories retold with a Singapore slant.

A four-strong panel judging the applications features Singapore International Film Festival executive director Yuni Hadi, Tribal Worldwide head of digital and social content strategy Benjamin Lee, Bobbing Buoy Films director Wee Li Lin and STB’s Terrence Voon.

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