SINGAPORE: Holiday memories are the lynchpin of a new global destination advertising campaign created by Batey for the Singapore Tourism Board.
The 'Singapore. What will you bring home?' spot shows visitors clinging to memories of their experiences by 'recreating' them back home in ways the agency and the tourist office hope will bring a smile to the faces of viewers and visitors alike.
In the 'Uniquely tropical' spot, an office worker in Shanghai tries to replicate Singapore inside his workstation by filling his cubicle with exotic plants, butterflies and a tropical bird. A Japanese geisha preparing tea for two businessmen in Tokyo astounds them with "uniquely poured" tea, in the local teh tarik style, where the tea is "stretched" as it is poured from cup to cup. Two tango dancers in Buenos Aires, inspired by their experience at a cultural centre in Singapore, incorporate the design of the Esplanade's famous "spiky" domes into their costumes in the 'Uniquely spiky' spot.
STB director of brand management Ken Low said: "The goal is to reinforce Singapore's unique offerings to potential visitors, position Singapore as a must-see destination and challenge the misconceptions of Singapore as being staid and boring."
Batey CEO Rod Pullen said: "The work is a refreshing break from the category convention. It gives a 'tasting portion' of the unique promise of Singapore - one that has steadily evolved in tandem with its variety of truly sophisticated experiences on offer."
The 30-second TVCs, executed in English, will run on primetime slots until March 2005 on CNN, National Geographic and Star Movies.
The campaign will also be localised and aired on terrestrial channels in Australia, China, India, Japan, Malaysia and Taiwan.
An online advertising campaign will break in mid-July in the US, UK, Australia, India, Malaysia and Indonesia to encourage surfers to vote for their favourite TVC, with prizes awarded. The TV campaign follows a print and outdoor push that has been running in Asia-Pacific and the UK since STB launched its 'Uniquely Singapore' positioning earlier this year.