Ladies and gentlemen, Singapore has been branded!
STB (Singapore Tourism Board) took eight months to come up with the campaign, working with international branding consultancy firm FutureBrand, which was responsible for the branding behind the 2000 Sydney Olympics.
I wonder what it costs to have an international branding company spend 8 months working on your slogan? And the Sydney Olympics?
Here’s one of the comments from the story:
Student Ron Tan, 16, says: ‘It sounds shallow and superficial and it’s so cliched. At least Malaysia’s tagline rhymes.’
This is a good read. How about another key observation about catchy phrases from the same story?
In November 2002, Hong Kong Tourism Board’s British office launched a campaign with the headline ‘Hong Kong will take your breath away’. It was aimed at the British market.
Though appropriate at the time, it conveyed a completely different message four months later when Sars struck.
