•This wave throws the spotlight on three tribes; Socialisers, Culture Shapers and Action Seekers’
Mumbai, Nov 16, 2018 (GPN) : The Singapore Tourism Board (STB) launched the second wave of its Passion Made Possible brand campaign in India with an evening of fun and entertainment for the travel trade, media and influencers – focusing on the Socialiser tribe offerings available in Singapore. Held at Verbena Brewpub & Skygarden in Kamala Mills, the event featured performances by Singapore’s noted artistes – Wayne Liu aka DJ KoFlow, the turntablist icon and Yung Raja, popular rapper signed to M03 Records, a division of Kartel Records, who mixes his lyrics in both English and Tamil.
The event also showcased the original Singapore Sling mixed by bartender Andy Lim from the Raffles Hotel while culinary expert Ruqxana Vasanwala, founder of Cookery Magic which conducts cooking classes, provided her unique twist on local Singaporean delicacies such as Pisang Goreng (Fried Bananas) and Onde-Onde (Pandan-flavoured Glutinous Rice Balls with Palm Sugar) tapas-style.
The STB launched the new brand identity ‘Passion Made Possible’ in August 2017 to showcase the destination’s unique attitude and mindset; a passion-driven, never-settling spirit of determination and enterprise that constantly pursues possibilities and reinvention. As part of this, the STB introduced the concept of Passion Tribes and unveiled four specific tribes, namely Foodies, Collectors, Explorers and Progressors. For its second wave, the campaign will shine spotlight on the Socialiser, Action Seeker, and Culture Shaper Passion Tribes to encourage Indian travelers to indulge their passions in Singapore.
Speaking at the launch, Mr GB Srithar, Regional Director, South Asia, Middle East & Africa, highlighted the importance of why the Socialiser tribe would be appealing to Indian consumers, “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 2 of our brand, we invite our Indian visitors to come make new friends or re-connect with old ones through the myriad of nightlife and entertainment offerings in Singapore.”
During their visit to India, Wayne Liu – DJ KoFlow & Yung Raja (Singer-Rapper) jointly commented, “Singapore’s nightlife is multi-faceted, there are all kinds of party spots for many different likings including a diverse thriving music scene. It’s an experience you will not want to miss out on!”
As a pre-buzz to the Wave 2 launch the STB collaborated with Vh1 India for its first-ever music video in India titled ‘Unstoppable’. The music video which has garnered almost 2.6 million views on YouTube. Featuring the GRAMMY Award-nominated Indian-American rapper, singer and songwriter Raja Kumari, the Chemical Brothers of India ‘Midival Punditz’ and popular Singaporean B-Boying crew ‘Radikal Forze’, the music video highlights their unique talents and common passion for creativity, music, sounds, dance and entertaining audiences. The music video was shot against well-known locations in Singapore such as the Marina Bay area, Chinatown precinct including the Buddha Tooth Relic Temple, Gardens by the Bay as well as Henderson Waves.
The second wave will witness a series of consumer events and industry partnerships rolling out by mid-2019.
In 2017, Singapore recorded 1.27 million visitors from India, making India the 3rdhighest contributor of visitor arrivals to Singapore. India also register the highest growth at 16 % in visitors to Singapore and continued to be the leading source market for cruise travel. ENDS
About the Singapore Tourism Board
The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. 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. For more information, visit www.stb.gov.sg or www.visitsingapore.com or follow us on Twitter @STB_sg (https://twitter.com/stb_sg)
About the 3 New Passion Tribes:
Socialisers: Socialisers are people who have a passion for the bold, creativity and colourful lives with an open mind to absorb refreshing perspectives of the world. They love to immerse themselves in distinctive and diverse experiences and be a part of a city’s energy, as part of their destination discovery.
Culture Shapers: Culture Shapers are people who are passionate about art and culture. They like to gain new perspectives through the work of inspiring multi-cultural artists, international arts presentation and other experiences in the field of arts and culture.
Action Seekers: Action Seekers are people who have a passion for action and sports and activities varying from being thrilling and action-packed to recreational. They thrive on seeking an adrenalin rush from every new experience they embark on.
About the Artists:
Wayne Liu (DJ KoFlow)
Wayne is Singapore’s turntablist icon (aka DJ KoFlow) and has been an imposing figure in the hip-hop scene since the 1990s. He made his mark when he won the DMC Singapore DJ competition in 2003 and represented the country at the DMC World DJ Championships in London. Over the years, he has also won several other awards, and performed with international artists such as Kayne West, Mariah Carey and Wu-Tang Clan. Wayne was invited to perform in Mumbai for the brand launch event in 2017 to positive reception and subsequently, other STB events like TIC and gigs in Los Angeles to promote movie “Crazy Rich Asians”.
Yung Raja (Singer-Rapper)
Singaporean breakthrough artiste Yung Raja has created waves of success for himself as a rapper, songwriter, and actor. Since his emergence as a rapper, Raja has been dubbed as hip hop’s next avant garde bilingual artiste with his tasteful unification of English and Tamil lyrics. Raja found viral success trending in Malaysia and Singapore following the release of his English-Tamil remixes of “Gucci Gang” (Poori Gang), “New Freezer” (More Better), and “Bartier Cardi” (Pathuko Thambi). Within a year of his foray into hip hop, the 23-year-old was invited to host Yo! MTV Raps alongside South Korea’s Jessi, featured as MTV Asia’s Spotlight artiste in the month of June, and has also been invited to take the Shine Festival and Baybeats stages. Raja’s debut single Mustafa (with Tabitha Nauser featured in the music video) was released in June 2018.
Andy Lim (Mixologist)
The Bar and Billiard Room at Raffles Hotel Singapore is an experimental hub for Bar Captain Andy Lim where he concocts the many different variations of Raffles classic cocktail menu. Andy’s dedication to mixology saw the creation of the signature Sakura Sling to mark the 50th anniversary of diplomatic ties between Singapore and Japan, commissioned by STB.
Ruqxana Vasanwala (Culinary teacher and owner of “Cookery Magic”)
Ruqxana started cooking school “Cookery Magic” in 2001 and pursued a cake-decorating course at The Wilton School in Chicago in 2006. Till today, she has been consistently ranked Top 5 in TripAdvisor’s list of Classes & Workshops in Singapore. She teaches several classes, including Daily Home Cooking classes and immersive experiences held on Pulau Ubin in a 100-year old Malay village (kampong) house. Her extensive repertoire of recipes comprises of dishes from various ethnic groups such as Chinese, Malay, Indian, Eurasian and more.