My Parent’s Passion

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Brand & Creative Communications | Singapore Tourism Board ​

My Parent’s Passion

Singapore Tourism Board – My Parents’ Passions

Singapore has long been seen as an expensive, cold and business-like destination for Myanmar travelers – or a “small” place where you can easily fit everything in one trip.

The task was to create a communications campaign that would encourage year-end bookings from Myanmar to Singapore, while bringing to life the destination promise of “Passion Made Possible” and showcasing the vibrant and dynamic state city.



We leveraged the Thadingyut festival, a time when people pay tribute to their elders, and enabled young Myanmar people to show appreciation to their parents by making their lifelong passions and dreams possible in Singapore.

Through a social media story contest, users were invited to share their parents’ unfulfilled dreams. The two most compelling stories were selected, and the families taken on a long-weekend tour to Singapore, on a customized itinerary based on their passions.

The campaign was supported with earned media relations, social media and KOL content and video storytelling.


4 Million

Video views

3 Million


12 Million

Campaign Reach


Earned media clippings

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