Get Lost!

Singapore Tourism Board is telling Australians to get lost. According to a certain Sandra Leong, the Oceania area director, this was to challenge Australians’ current perceptions of Singapore simply as a stopover, air-conditioned shopping malls of Orchard Road, chilli crabs and Singapore Slings.

I understand how that might be a problem if you’re telling your tourists to get lost even before considering visiting our sunny shores.

Still, lots of thought must have gone into the creative process in coming up with this campaign and who knows, it might just work out with all this press coverage.