THE SINGAPORE Tourism Board (STB) has unveiled a ‘Get Lost and Find the Real Singapore’ campaign designed to change Australians’ entrenched perception of Singapore as a stopover destination.
Second in a series of STB’s differentiated marketing branding, it follows the ‘New Discoveries’ campaign for China unveiled last December. Sources close to TTG Asia e-Daily said another campaign directed at the booming Indian market would revolve around “The Holiday You Take Home with You”.
The tongue-in-cheek ‘Get Lost’ plays on a common Australian colloqualism.
Sophia Ng, STB’s assistant chief executive of marketing, said in a press statement that the campaign was designed to showcase the city’s cutting-edge offerings, cultural heritage, multi-ethnic cuisines and niche attractions so as to appeal to Australians’ sense of adventure.
“In time to come, we would like Australians to associate Singapore with more than just chilli crabs and Singapore slings,” she said.
Advertisements in cinemas in Sydney, Melbourne and Perth have rolled out. Digital, social media and PR will be used in the coming months to sustain the momentum.
