Singapore tries to persuade Aussies it’s not boring by telling them to ‘Get lost’
The government of Singapore is fighting the city-state’s reputation for being a boring stop-over destination known only for its food and shopping centres with a campaign specifically targeting Australians.
Taglined ‘Get Lost and find the real Singapore’, a TV ad opens with an elderly Singaporean woman who says, “Hey you Aussie, you think Singapore’s got no tradition? Get lost!”
A scene follows showing a food-tossing custom known as ‘lo hei’, which neighbouring Malaysia claims to have started.
You think it’s just shopping? -And then they show two women who are obviously shopping?
Good to hear a ‘lah’ in there.
As an Aussie that lives in the ‘Pore I’m torn. It’s been an interesting place to live and is great for career. You can have a lot of fun here but you have to scratch a bit further below the surface than you do in other countries and that challenge can lead to its boring stigma.
Good on them for having a go and I like the ‘Get lost!’ tag.
I’d rather get lost in Melbourne with a big ball of yarn.
It’s probably more G rated than “Get Phuked” in Thailand!
Yeah the melbourne campaign beats this hands down..
It’s ‘where the bloody hell are you’ back at us.
Anyone know who is doing the experiential for this?
Singapore is a fine place … a fine for bringing in chewing gum, eating on the train, littering, jay-walking, smoking if there is air-conditioning …
But I did like the old Elvis Bar!
Why does so much travel advertising try to convince us the cliches are wrong?
The Kiwis know we all expect ‘NATURE’ from NZ so they serve it up in bucket loads.
I wrote about it here:
http://www.tonyrichardson.com.au/newsletter48.html
I always liked “Singapore: it’s the Canberra of Asia!”
The Asia Beat has had this covered for ages. Changi Airport “Too interesting”.
http://asiabeat.wordpress.com/.....ting-govt/
No mention of the Four Floors of Whores?
Have to agree with paris
t’s ‘where the bloody hell are you’ back at us.
I didn’t like that and I don’t like being told to get lost, even if well meant.
Get lost? It’s only 30kms wide
@Billy C- What they actually say is you think Singapore is all shopping centres…
I like it and as said good to hear a lah…
Re Billy Lee,
I think what they want to say there is that Singapore is not just about shopping in big and commercial shopping centres, but there are lots of ‘underground’, local-designer shops in small alleys that many of us haven’t explore.
How about they sell it as a value destination… A couple of days there feels lik a fucking lifetime!
Lipstick on a pig
surprised STB didn’t instead draw on country’s obvious strengths and highlight them in a positive manner that engages with top influencers… perhaps by showcasing the city’s authentic offerings (heritage shophouses/architecture, Sungei wetlands, backalley SG designer boutiques, nightlife etc) – this isn’t clear who their target is, and the tagline is clunky and unappealing.
Not a bad start but agree with SG Gal, there’s a lot more they could showcase, hard to fit this into a 30 second spot but I’d suggest they need to follow this up with a series of 15-30 second spots each focussing on a specific aspect so they can dive deeper into truly ‘unique’ Singapore experiences – all we’re seeing here is a Chinatown alley (which looks prettier than most I’ve seen there), a hawker market (showing satay sticks instead of chilli crab, WOW, that’s got me booking a ticket right away!) and some greenery.
Oh, and also agree with others who feel they should take a late-night slot for a 15-30 second spot: show some guy sitting at a boring hotel bar and saying “You think Singapore is a boring place without any action for us blokes? Get lost!” before the camera whisks you to the Four Floors of Whores or Brix!
Proposition seems flawed to me…if you’re looking for a place for an adventure you’re just not going to choose Singapore.
For tourists, its strong points are almost the antithesis – i.e. beautiful hotels, 5* shopping, cuisine, clean & safe metro and taxis, international flavour etc.
I presume the ambition is to become more than just a stopover destination, but I still feel they’d be better off promoting it as a 5* sanctuary for before/after you “get lost” somewhere.
I’ve been to Sigapore many times, each time I go there I always try to find other things to do and places to explore, sadly, there isn’t really much in Singpapore aside from it’s good food and shopping(but I’m not a shopping type). And after two weeks of staying, I find it very boring to stay longer in Singapore……Get lost? it’ll only take you 4 hours to explore the entire Sg, where else will you go??
Is this Singapore’s “Where the bloody hell are you”?
Good campaign from the STB.
But @AdGrunt
Indeed they have missed out SG’s premier tourist attraction, The Four Floors of Whores’ Ipanema Bar.
@SG Girl
Don’t forget that the STB looks to increase the spend her head and would rather keep you in urban areas spending money and not walking around Sungei or Bukit Timah having fun for free.
@Tony Richardson
Big up yourself lah! Get lost.
Wow really disappointing representation of Singapore.
You think Singapore is boring? This ad makes it look so. Lucky I have been there and know otherwise
I think the ad campaign can get lost. I understand where they are coming from, but not sure if the slogan will appeal to the right target market.
they might have chosen the right stuff to show. they might not (four floors sounds good)
but more important than that, is tone. personality.
I feel a bit bad. and good. like the ignored boring kid in class just showed himself to have some moves.
ok, kid. you have our attention. what next?