Mumbai - Following the unveiling by the Singapore Tourism Board (STB) of the country’s inside-out, unified brand “Passion Made Possible” in Singapore, a series of promotional activities has kicked off in India. The weekend of November 17-19, 2017 will see the Board partnering St+art India Foundation to present the Singapore Weekender as part of the St+art Urban Art Festival in Mumbai. The STB has partnered not-for-profit St+art India Foundation and Impresario Group to create a three-day experiential festival to showcase some of the Lion City’s brightest self-made talents in art, music, dance, food, film and photography across Mumbai – at the Sassoon Dock in Colaba as part of the St+art Mumbai 2017 Festival and in Social restaurants in the city.
Mr Lionel Yeo, Chief Executive of STB, said, “With Passion Made Possible, STB is presenting a brand that can tell a fuller Singapore story beyond just tourism. This brand articulates what we stand for as a country and supports the telling of many stories about this destination and its people. It will allow us to build a deeper and more personal connection between Singapore and our fans and friends, even when they are not actively thinking about travel. This brand is in line with Quality Tourism as it will appeal to the more sophisticated tourists who are seeking more aspirational value propositions in their travel.”
Speaking about the unconventional approach adopted by the STB for its brand launch activation in India, Mr. GB Srithar, Regional Director – South Asia, Middle East & Africa, explained “Over the years, we have been successful in establishing Singapore as a top family travel destination for Indian travellers. Our efforts to promote the country as a family-friendly destination have been effective and this segment takes up the biggest proportion of Indian visitors to Singapore. However, with an estimated 65% of India’s population being 35 years and under with strong disposable income and increasingly travelling overseas, we are reaching out to them. These young adults or working millennials seek immersive, unique and local experiences and Singapore presents a plethora of options.
We are happy to partner with St+art India Foundation and Impresario Group, both players known to break boundaries in their own fields, to present Singapore in a different light. By showcasing seven (7) Singaporean artistes and talents’ work in line with our Passion Made Possible brand to the Indian audiences, we hope to entrench Singapore as an exciting lifestyle hot spot. Many travel interest triggers, like music, art, dining can be satiated in Singapore. I am heartened by the fact that both Singaporean and Indian talents and local Mumbaikars will collaborate for many of the presentations, fostering artistic friendships.”
Warmly Invited for the Singapore Weekender @ ST+art Mumbai 2017
The STB is putting out a warm invitation to Mumbaikars and visitors in Mumbai to experience the Singapore Weekender. The public-access festival will give audiences a taste of Singapore’s vibrant arts and culture scene with a dynamic line-up of talents. Between 17th to 19th November, passionate artists the likes of Tan Zi Xi and The Yok & Sheryo, will be putting up larger-than-life installations as part of the St+art Mumbai 2017 festival‘s Sassoon Dock Art Project. Renowned architectural photographer Darren Soh will showcase his cityscapes alongside Indian photographer Vibhor Yadav. Turntablist, Producer and Asian hip hop champion DJ KoFlow will be in town to turn up the beat Lion City style, while b-boying crew Radical Forze will meet Dharavi b-boying outfit Slum Gods for a dance battle. The public can also look forward to a diverse array of interactive events including a Zine festival and screen printing workshop with Knuckles & Notch - a Singapore-based design and risograph press, as well as Singapore film screenings by Singaporean film and photography centre Objectifs.
Shedding light on the collaboration, Akshat Nauriyal, Co-Founder, Content Director and Digital Head of ST+art India Foundation said “Singapore and Mumbai are both global capitals with a strong sense of culture and thriving creative communities. This collaboration between the Singapore Tourism Board and St+art India Foundation has enabled us to showcase some of the most prolific artists from both nations through contextual projects that are deeply rooted in the contemporary realities of both cities".
A limited-edition Social X Singapore collaboration
Injecting some tongue-in-cheek flavour into the mix is Chef Bjorn Shen, enfant terrible of the Singaporean culinary scene and ‘dudestronomy’ advocate. As part of the Singapore Weekender, he will be collaborating with Impresario Group’s Executive Chef Gresham Fernandes to launch a special Singapore menu that will be available at all Social outlets across Mumbai from 18 November to 8 December 2017.
Riyaaz Amlani, CEO & MD, Impresario Entertainment & Hospitality Pvt. Ltd. (parent company of Social) says, "We are delighted to support Singapore Tourism Board's new brand, Passion Made Possible, by providing a platform to introduce their rich culinary heritage to an Indian audience. This collaboration will not only help Social introduce the guests to the most authentic flavours of Singapore through a co-created menu, but will also serve to bring the two countries together; reinstating the culture-defying Social experience."
Singapore is Passion Made Possible
The Singapore Weekender is designed to bring together people from all walks of life by using their various interests as a common platform, an aspect Yuemin Li-Misra, Area Director, South Asia (New Delhi) hopes will translate to Singapore when Indians next consider it as a travel destination. “When we were looking for partners for the brand launch, we wanted someone who not only embodied the Passion Made Possible ethos, but also reflected Singapore’s constant drive to think out of the box, transform and innovate. Together with ST+art India Foundation and Impresario Group, the Singapore Weekender is our attempt to bring forth not just the kind of talent that’s present in Singapore but also the many special memories that can arise from meaningful cultural exchange-exactly the kind of travel experience we hope to offer Indian travellers when they visit our city.”
Photo caption (Left to right): Mr. GB Srithar,RD SAMEA, Mr. Lionel Yeo, CE, Singapore Tourism Board, Ms. Lynette Pang, Assistant Chief Executive (Marketing), Singapore Tourism Board