Singapore tourism responds to criticism of ad ‘so bad it will go viral’, blames the Philippines

STB adSingapore Tourism Board has issued a public statement in response to a volley of public derision made against a three-minute video for the tourism body that was circulating on the internet yesterday.

The Singapore Tourism Board has moved to distance itself from the video, which a local news site described as ‘so bad it will go viral’, saying that is was produced in the Philippines by the national broadcaster ABS-CBN.

STB also defended the popularity of the video, saying that it had attracted 3,400 likes in the first week after it was posted on the tourism body’s Philippine Facebook page and prompted around 900 comments, “largely positive.”

The statement from the Singapore Tourism Board executive director, communications and industry marketing, Oliver Chong, reads:

We thank readers for their interest in how STB promotes Singapore overseas.

This video was produced for the Philippines by Philippine network ABS-CBN, in an effort to customise content for this audience.

When shared on STB’s Facebook page for the Philippines, the video attracted over 3,400 likes in the first week and garnered some 900 comments, largely positive.

Nevertheless, we thank readers for their feedback on the video and acknowledge that some aspects of it could have been done better.

At the end of the statement, STB invited the public to share their ideas for how it can “showcase the Singapore we love to the rest of the world”. STB’s current brand agency is JWT and it uses M&C Saatchi to target the business community.

Soon after Singapore news site posted a story about the video yesterday, STB came under a barrage of criticism for the work and promptly removed it from its YouTube page.

When asked why the video was removed, STB told Mumbrella: “We often share our marketing videos on the STB YouTube channel. At the end of its TV run in the Philippines, we decided to also share this particular video on YouTube. We subsequently removed it as it was not resonating well with audiences.”

The video has already spawned a number of parodies, including a poster with the headline Eat, Shop and have Sex.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing