STB pitches Singapore to India as party destination, in second wave of Passion Made Possible

The second wave of the Singapore Tourism Board’s ‘Passion Made Possible’ campaign for India kicked off with an event that positioned the city as the ultimate party destination under the title ‘#PartyLikeInSG’.

Held in Mumbai, the launch of the campaign was attended by travel trade, media and influencers. It featured performances from Singaporean artists Wayne Liu aka DJ KoFlow, Yung Raja a rapper who mixes English and Tamil, besides bartender Andy Lim from Raffles Hotel and chef Ruqxana Vasanwala.

As part of ‘Passion Made Possible’ last year, STB had built a campaign around ‘passion tribes’ catering to audiences segmented by interests such as foodies and collectors.

The ‘passion tribes’ of the second wave include socialisers, action seekers and culture shapers. According to the STB, cultural shapers enjoy “immersing themselves in arts and culture to gain new perspectives”, action seekers are “always chasing the next adrenaline rush” and socialisers “enjoy the energy of the nightlife and entertainment scene and how music enables them to blend these experiences together”. The current campaign targets the socialisers segment. 

STB also collaborated with music channel VH1 for its first ever music video in India titled Unstoppable featuring Grammy-nominated Indian-American rapper Raja Kumari, electronic music act Midival Punditz and Singaporean B-Boying crew Radikal Forze.

India is the third highest contributor of visitor arrivals to Singapore at 1.27 million for 2017. At a growth rate of 16%, the country also registered the sharpest increase in visitors to Singapore and was a leading source market for cruise travel.  

STB’s regional director for South Asia, Middle East and Africa GB Srithar said: “We are keen to engage the young and fun-loving Indian travellers.

“Show them a different side of Singapore, in addition to being a great family destination. From the coolest indie gigs and the biggest international concerts, to eclectic music festivals, raves and jazz nights, Singapore has a diverse and vibrant music and event scene.

“This will appeal to the lifestyle and entertainment seeking travellers. As we launch Wave Two of our brand, we invite our Indian visitors to come make new friends or reconnect with old ones through the myriad of nightlife and entertainment offerings in Singapore.”

The campaign which will include consumer events and industry partnerships will roll out by mid-2019.


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