Another brand has been inspired by Burger King's recent act of asking consumers to support other brands within the food services industry. Tourism Malaysia's Singapore office recently encouraged Singaporeans to go on a "Singapoliday" to support the local tourism market. In a recent Facebook post, it said: "Just like Burger King never thought they'd be promoting a Big Mac, we too, never thought we'd be asking you to do this."
"We would never have imagined encouraging you to spend your holidays in Singapore, but our friends in the tourism industry could use your support at the moment. While we dream of soaking under the sun in Pulau Redang, Sentosa is just as good for now," it said. Tourism Malaysia also added that if consumers want to help, begin their #SingapoRediscovers today.
Tourism Malaysia's show of support did not go unnoticed. Visit Singapore, a curated guide for tourists by Singapore Tourism Board, commented: "Thanks for the love, Tourism Malaysia. Thinking of you too - stay safe and keep well! (Written on the sandy shores of Sentosa while remembering the awesome times at Pulau Redang.)"
The post had 1.3k reactions, 124 comments and 1.1k shares at the time of writing. Most netizens thanked Tourism Malaysia for the well wishes and recounted their times spent in Malaysia pre-COVID. Some also said they cannot wait to visit Malaysia once the borders open. Even Singaporean comedian Hossan Leong also commented: "Well played! Thank you."
The US$45 million SingapoRediscovers campaign was rolled out in July by the Singapore Tourism Board (STB), Sentosa Development Corporation and Enterprise Singapore to drive local demand, support local lifestyle and tourism business and encourage Singaporeans and residents to explore different sides of Singapore. STB's chief executive Keith Tan said through this campaign, it hopes that Singaporeans will gain fresh perspectives, and take a short holiday – or a Singapoliday – to rediscover their own country and help support local businesses.
Last week, STB rolled out the next wave of the SingapoRediscovers campaign, encouraging locals to explore precincts and support home-grown businesses through bundled promotions, personalised itineraries and online content. It also pushed out a new video series called “S.P.I.E.S. (Secret Places in Exciting Singapore)”. Featuring a different precinct in each of its ten episodes, the series shines the spotlight on lesser-known fun facts and discoveries for each precinct. Each episode will be hosted by a Singapore celebrity and shown on STB’s YouTube, Facebook and Instagram platforms.
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