Singapore, 27 March 2006 – Popular Singapore artiste Lin Junjie (林俊杰) has been appointed Singapore’s new “Tourism Ambassador” to Greater China, to continue to boost awareness of Singapore as a holiday destination and more. The Singapore Tourism Board (STB) announced the appointment at the “Singapore – New Ambassador, New Tagline” press conference in Shanghai, China this afternoon. JJ, as he is more commonly known, succeeds Ah-Do as Singapore’s next Tourism Ambassador. At the press conference, the STB also announced the launch of the new tagline ‘Endless Fun, Beyond Words’ (说得完, 玩不完) and its upcoming tactical campaign ‘100 Summers Singapore’ (乐享狮城100夏) for the Greater China market.
Following this appointment, JJ will be appearing in the Board’s new television commercials and print advertisements for the Greater China market, as well as in various promotion activities.
Uniquely Singapore, Uniquely New Tourism Ambassador
Ah-Do (阿杜), who was Singapore’s Tourism Ambassador to Greater China for the last two years, had successfully helped to instil the tagline ‘Uniquely Singapore – Three Days Not Enough’ (非常新加坡, 三天还不够) in consumers’ mind in Greater China. The STB had remained silent of his successor as Ah-Do was approaching the end of his two-year contract. As such, the appearance of JJ at the press conference today created much excitement among the media present, who had been eagerly awaiting for this announcement
JJ not only has a youthful personality and a charming vocal, he is also well-known for his talent in composing. Besides his own works which has won great popularity in the Chinese pop music industry, he has also composed popular hits for various artistes including Taiwan’s Ah Mei (张惠妹) and boy band Comic Boyz (可米小子). His friendly and warm personality is also one of the reasons for his fame.
At the conference, Mr Edmund Chua, STB’s Regional Director for Greater China, issued a unique certificate of appointment to JJ – the mould of their ‘handshakes’. Both of them penned their signatures on this unique mould. When being asked by the Chinese media on the choice of JJ, who is a Singapore, as the new choice given his rapidly rising popularity in Asia, as well as his energetic and approachable nature. He also hoped that JJ will help to inject elements of health and vitality, and being fashionable and trendy into Singapore’s image as a destination.
Uniquely New Tagline
Singapore, a vibrant city-state, offers her visitors a unique blend of the best of the modern world and rich cultures. Since 2004, the tagline used in Greater China, ‘Uniquely Singapore – Three Days Not Enough’ (非常新加坡, 三天还不够) has been very successful, especially among the first-time visitors, or those who were planning to visit for 1-2 days.
In place of this tagline, the STB also revealed the new tagline ‘Endless Fun, Beyond Words’ (说得完, 玩不完), at the press conference. Mr Edmund Chua, replied, “Singapore is like a book. If we say that the intention of our previous tagline ‘Three Days Not Enough’ was to entice people to read the book, then the intent of the new tagline ‘Endless Fun, Beyond Words’ is to encourage people to appreciate the depth and breadth of the book. China is Singapore’s second largest visitor-generating market, and we are constantly looking into ways to enrich our tourism products in hope to deliver enriching, personal experiences to our visitors.”
He also revealed that the new tagline will appear in the Board’s new advertising campaign in Greater China in the near future.
Uniquely New Summer Campaign
The STB also launched its new campaign for summer, ‘100 Summers Singapore’ (乐享狮城100夏). Newly appointed Tourism Ambassador, JJ, at the conference said he hoped that all visitors to Singapore will be able to discover their personal 100 unique experiences and remain “100% high” during their stay in Singapore. Mr Edmund Chua added that he hoped that all visitors to Singapore will find their experience uniquely “100-marks”.
Visitors to Singapore this summer can experience an array of exciting events and activities (May to August 2006), including: Great Singapore Sale, Singapore Food Festival, Singapore Arts Festival and Celebrate Singapore among others, as well as Singapore’s showcase of food, culture, family entertainment, shopping and festivities.
With the concerted efforts and support from the STB and JJ, it is hoped that visitors to Singapore will have an enriching experience here that is simply beyond words.
About Singapore Tourism Board
The Singapore Tourism Board (STB) is an economic development agency for one of Singapore’s key service sectors – tourism. The mission of the Board is to develop and champion tourism, so as to build the sector into a key driver of economic growth for Singapore. The STB aims to differentiate and market Singapore as a must-visit destination offering enriching experiences through the “Uniquely Singapore” brand. For more information, please visit www.stb.gov.sg
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