SINGAPORE - The Singapore Tourism Board has explained its new “Uniquely Singapore” branding in a letters page in the local newspaper today, following feedback from locals with whom the brand did not resonate.
Welcoming all feedback “some very encouraging, others offering differing views, but all very useful”, the STB spokesperson said, “There is certainly more to the brand than the tagline. The launch of the destination brand on March 9 is not an end in itself. In fact, it is just the beginning.
“We now have a clear platform that would enable Singapore to effectively communicate the enriching and distinctive experiences visitors can enjoy during their stay here.
“‘Uniquely Singapore’ will allow us to showcase intrinsic aspects of Singapore.”
She added, “Ultimately, the ‘Uniquely Singapore’ positioning captures our way of life, our mix of cultures and languages, our history and traditions, our cosmopolitan society and heartland living – things which we often take for granted but are the very things that our visitors may find interesting.”
Meanwhile, in random interviews with the travel industry, most support the new branding, particularly the fresh creatives that have been seen so far.
Patrick Fiat, general manager of Royal Plaza on Scotts, for example, has introduced Uniquely Shiok cocktails at his hotel. “We will support the brand, now that it has been launched,” he said.
Another marketing communications executive at a leading hotel said that while the tagline may be a bit bland, “the new creatives do capture the contemporary side of Singapore”.
“Now that they have rolled it out, I hope they implement it creatively and aggressively.”
During the brand preview to the industry, self-confessed sceptics such as Bernard Harrison, formerly of Wildlife Reserves, said he came into the presentation a sceptic but walked away, a believer.