STB ropes in ‘The Condor Heroes’ to deliver a safe-travel message

The latest iteration of The Singapore Tourism Board (STB)’s ongoing ‘Don’t Travel Blur, Travel Sure’ campaign seeks to warn outbound travellers about common pitfalls and mistakes made while going overseas. 

Created by TBWA\Singapore, the campaign repurposes footage from ‘Return of the Condor Heroes’ an old television show, to pass on messages about safe travel.

The situations depicted in the commercials were arrived at after a survey of 600 outbound tourists conducted last year.

It was found that one in four tourists don’t check if their travel operator is licensed: significant because insurance applies only to consumers who have made purchases from licensed operators. 

Condor Heroes Go Bungee Jumping

Don’t take the plunge with a travel agent you’re not sure about. Always check if they have the right licence. #DontTravelBlurTravelSure

Posted by Singapore Tourism Board on Monday, July 29, 2019

Three in five travellers did not read the terms and conditions. 

Condor Heroes Go On A Road Trip

Don’t horse around with the fine print. Always read the terms and conditions of your travel package. #DontTravelBlurTravelSure

Posted by Singapore Tourism Board on Monday, July 29, 2019

One in five did not buy travel insurance, assuming that the trip was “low risk” or too short. 

Condor Heroes Lose All Their Luggage

Don’t let your holiday cost you an arm and a leg. Always purchase travel insurance before your trip. #DontTravelBlurTravelSure

Posted by Singapore Tourism Board on Monday, 29 July 2019

 Speaking to Mumbrella about the reasons for picking this approach, Singapore Tourism Board director of travel agents and tourist guides Kenneth Lim said: “Our latest campaign concept is based on ‘The Return of the Condor Heroes’, a popular local Chinese drama serial that aired in 1998. 

“Previous iterations of the campaign featured scenes from other iconic and memorable television shows – Justice Bao for the 2017 campaign and The Unbeatables, starring Zoe Tay and Li Nanxing, for the 2018 campaign.

“The familiarity and nostalgia of these dramas which many Singaporeans would have watched previously have proven to be effective in getting the audience’s attention.

“Together with the tongue-in-cheek humorous treatment of dramatic scenes from the shows, we aim to remind consumers of three simple steps to take for a fuss-free and safe holiday: Always buy travel insurance, check if your travel agent is licensed, and has the right licence and read through the terms and conditions

Lim added that the campaign was developed by STB in collaboration with its agency partners TBWA, Zenith and Edelman. 

TBWA\Singapore associate creative director Gao Yuanheng said: “Many Singaporeans remember ‘Return of Condor Heroes’ as an epic 90s drama with infallible martial artists. We wanted to turn famous scenes into unfortunate travel scenarios to show that holiday fails can happen even to the best of us.

“So don’t try to be a hero. Always travel safe.”

STB director industry marketing Geraldine Yeo added: “With the year-end holidays around the corner, it is timely for us to remind consumers of what to look out for when planning their overseas trips. 

“The success of our past “Don’t Travel Blur, Travel Sure” campaigns has shown that the combination of nostalgia and humour is a powerful and reliable way to get the attention of our target audience. 

“We hope the new campaign will prompt consumers to “not be a hero” when it comes to taking travel precautions.” said Ms Geraldine Yeo, Director, Industry Marketing, Singapore Tourism Board.

The previous iterations of the campaign were based on the television show Justice Bao and gambling themed drama The Unbeatables.


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