The Singapore Tourism Board partners with FabFitFun to expand its brand to US consumers

The Singapore Tourism Board partners with FabFitFun to expand its brand to US consumers

The Singapore Tourism Board (STB) and subscription box FabFitFun have joined forces to deliver STB's newly launched brand concept ‘Passion Made Possible’ to US consumers and portray Singapore as a multi-faceted shopping destination.

As part of the partnership, Singaporean-inspired product bundles will be made available to the first 3,000 FabFitFun customers who opt-in through the winter add-ons sale.

According to Q2 tourism performance report for STB, US visitor arrivals are up +8%, and tourism receipts are up +11%. Globally, Singapore saw a +5% growth in both visitor arrivals and tourism receipts.

Kershing Goh, regional director, Americas, Singapore Tourism Board said: “Singapore – Passion Made Possible is a brand that tells a deeper and richer story of the destination, a story that encapsulates the ingenuity and drive of our people. There is great alignment between our new brand and the brand ethos of FabFitFun and through our partnership, we want to engage directly with their consumers and share with them the experiences in Singapore that would fulfill their individual passions and inspire new possibilities.”

Katie Rosen Kitchens, co-founder and editor-in-chief, FabFitFun said: "FabFitFun is a platform through which brands can connect to a targeted demographic of female consumers through our seasonal boxes and curated sales. Our most anticipated sale each season is our add-ons sale, which allows members to choose additional products that will ship with their seasonal boxes."

"Sponsored add-ons give our members the opportunity to add additional products from a variety of brands to their boxes for free. For the Passion Made Possible tote, we worked with Singapore Tourism Board to bring Singapore to life through an amazing bundle of exclusive products inspired by the country. We know this partnership will be one our most buzzed about sponsored add-ons to date."

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