The movie premiere for Crazy Rich Asians held in Los Angeles has made headlines for its errors in spelling. Spotted by netizens and circulating online, the backdrop had a misspelling of “Singapore” where the "g" was replaced with a "c", and the tourism tagline Passion Made Possible missed a “i” in the word “possible”.
To the media, spokesperson from Warner Brothers explained that the lettering “melted” due to the heat on that day and apologised for any embarrassment. Marketing has reached out for a statement.
STB also released a statement to the media saying that it had inspected the logo before the event started. In a statement to ST, STB said prior to the official start of the premiere, STB had inspected and ensured the accuracy of our Passion Made Possible logo on the numerous event backdrop panels. Unfortunately, during the crucial moment of the red carpet, part of the lettering of the logo had fallen off.
When Marketing had asked for a statement earlier this morning, STB said they were still in the midst of clearing one internally at the time of writing.
The logo first came around in August last year when STB and the Singapore Economic Development Board (EDB) stamped on a new seal for the nation to create a new unified brand logo, and tagline to market Singapore internationally for both tourism and business purposes. “Passion Made Possible” was created to communicate Singapore’s value proposition in addressing the needs of travellers and companies. This is the fourth ever brand revamp the “Singapore brand” has undergone, and was created while keeping in mind Singapore’s endearing nickname “the little red dot”.
Meanwhile, the movie Crazy Rich Asians is directed by Jon M. Chu, the movie is based on a book by Kevin Kwan. The story follows New Yorker Rachel Chu (played by Constance Wu) as she accompanies her longtime boyfriend, Nick Young (played by Henry Golding), to his best friend’s wedding in Singapore, only to have her world blown.
(Photo courtesy: Crazy Rich Asians Facebook page)