In case you've not seen it yet, the Singapore Tourism Board launched a major new destination marketing campaign in down under last week. "The advertisement hit cinema screens in Sydney, Melbourne and Perth and will also be supported by digital, experiential, PR and social media activity rolling out over the coming months."
The catch phrase here, is "GET LOST"!
The press announcement can be found here...
According to Sophia Ng, Assistant Chief Executive of Marketing at the Singapore Tourism Board, "We want to showcase the city’s heady mix of cutting-edge offerings, rich cultural heritage and niche attractions, and delectable spread of multi-ethnic cuisines, and in doing so, appeal to Australians’ sense of adventure to explore and discover all these for themselves... A new found appreciation of what Singapore has evolved to be today will also give them plenty of reasons to visit, and re-visit our city. In time to come, we would like Australians to associate Singapore with more than just chilli crabs and Singapore slings"
Watch the commercial:
It sort of reminds me of the campaign that ran in Australia back in 2006... although that one did cop a bit of criticism at the time - especially by our pommy friends. The commercial was actually banned in the UK because of the iconic Aussie saying "bloody hell". But I think most Australians were sort of ok with this, because who wants pommies to visit anyway?
To my British friends - don't be angry at me folks - you know I'm just playing with you. If I'm not making fun of you guys, I'd have to focus my attention on the Kiwis, right? :)
Here's that commercial - the catch phrase, was "WHERE THE BLOODY HELL ARE YOU":
So there you go, dear readers - expect more Aussie tourists visting our shores over coming months!!