Saturday, March 17, 2012

Fail : Singapore Tourism Boards Get Lost and Find the Real Singapore advertisement

"Hey you Auzzie, you think Singapore got no tradition, get lost", tells the aunty and the epic advertisement failure (in my opinion) goes on with several bold "get lost" statements. I am talking about Singapore Tourism Board's new destination marketing campaign in Australia from Thursday 8th March 2012. The advertisement is shown in 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.

Get lost may mean "to become lost; to lose one's way". But it also means "Go away!; Stop being an annoyance!". And the context of the advertisement and the way it is told in it unfortunately reminds me the second meaning. As Mr. Brown says in his blog article Singapore Tourism Board tells Aussies to "Get Lost", "get lost" means the same in Australia as the rest of the world and with our tiny size, I am not sure if it is possible to get lost here either. As someone in youtube commented "You think this is going to make aussies want to visit Singapore? Get lost. "

Get Lost and Find the Real Singapore

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