AusLeisure

The Singapore Tourism Board is challenging Australian perceptions of Singapore with its new destination marketing campaign: telling Australians to "Get Lost and find the real Singapore".

The new marketing campaign, launching with adverts airing across Australian cinemas today, aims to change the stereotype of Singapore as a travel destination known predominantly for Singapore Slings, Chilli Crab and the air-conditioned shopping malls of Orchard Road.

The new 'Get Lost and find the real Singapore' cinema adverts will be screened in Sydney, Melbourne and Perth from today. The campaign will be supported by digital, experiential, PR and social media activity rolling out in the coming months, with each platform presenting a new and alternative side to Singapore to surprise and appeal to Australians.

Singapore Tourism Board Area Director - Oceania Sandra Leong comments "we are aiming to challenge Australians' current perceptions of Singapore head-on after detailed market research confirmed that these are out of date and clich�d. There is also generally a low level of awareness of Singapore as a leisure destination, with many Australians still viewing it as merely a stopover hub.

"This campaign is based on a deeper understanding of the Australian consumer, which allows us to fine-tune our marketing approach to meet the specific needs and interests of this market. By understanding their needs, we are also better able to create and deliver quality experiences, which is a natural evolution of the YourSingapore destination brand, with its emphasis on personalisation of experiences."

Deliberately using language familiar to the Australian market, the Singapore Tourism Board hopes that the 'Get Lost' campaign will appeal to Australian travellers with a sense of playfulness and adventure and an interest in authentic travel experiences.

Leong added "by appealing to the celebrated Australian sense of humour, we hope the 'Get Lost and find the real Singapore' campaign will grab the attention of Aussie travellers and make them realise there is so much more to the Singapore of today."

For more information on Singapore visit www.yoursingapore.com/getlost

Images: The Lau Pa Sat food market (top) and Singapore's Merlion (below).

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