proposed tourism slogan for singapore: locally global, globally local

8/2/2019 Proposed Tourism Slogan for Singapore: Locally Global, Globally Local

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Locally Global, Globally Local GE1101E Task 1 Geographical Imagination

1

V S Suguna (U076998R) & Woon Wei Seng (A0002916N) / Tutorial Group DO10 (Friday 1000-1200h)

GE1101E / 30 September 2011 / Word Count: 2485

National University of Singapore

Faculty of Arts & Social Sciences

Department of Geography

GE1101E: Place, Environment & SocietyYear 2011/2012, Semester 1

Human Geography Task 1: Geographical Imagination Place Marketing

V S Suguna (U076998R) & Woon Wei Seng (A0002916N)Tutorial Group DO10 (Friday 1000-1200h)


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Word Count: 2485 words

Submitted: Report and DVD of interview collections


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Introduction Understanding Geographical Imagination

The concept of geographical imagination is fundamental to the place marketing of a

tourist destination. Geographical imagination is how ones spatial awareness allows

appreciation of the geographical world and also how one characterizes it to oneself and

others. (Chang & Lim, 2004) (Massey, 1995) The geographical imagination is highly

contested as each individual and organization sees the world differently. In this context

tourism slogans are used in place marketing as a form of touristic imagination, to

strategically frame constructive place impressions and imaginings intended to appeal

positively to the target audience: tourists (Chang & Lim, 2004, p. 165).

Chang & Lim (2004, pp. 166-167) then highlights the role of tourism planners (in

Singapores case, the Singapore Tourism Board) in shaping the (identity) of cities by

creating place meta-narratives in its marketing slogan that reveal the goals and

aspirations of the people (in Singapores case, more that of the government) and provides

for tourists and locals appropriate ways of seeing, understanding and interpreting place.

Sense of place is also important here, since ultimately marketing slogans create

meta-narratives that are supposed to be reflective of the ambitions of the people. Knox &

Marston (2001, pp. 237-238) terms sense of place as ones feelings conjured based on

experiences, memories and symbolism connected to a place. This is keenly felt amongst

insiders, which in Singapores case refers to its local residents. This concept is more

relevant to locals compared to tourists as observed later on in our findings.

Essentially in coming up with a new tourism marketing slogan for Singapore, the

geographical imaginations of the slogan designers and the audience viewing the slogan are

stimulated. The sense of place of Singaporeans is also roused when they examine the slogan.


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Our Slogan: Locally Global, Globally Local

With the discussion on geographical imagination and sense of place in mind, we now

discuss our proposed slogan and its geographical imagination to us. When coming up with a

slogan, a place will be reinterpreted, reimagined and marketed (Knox & Marston, 2001,

p. 244). In our case, developing a slogan that truly represents Singapores identity as a

global city and as a place for local diversity was difficult. Not only should the slogan

represent Singapore accurately, it also has to be alluring to foreigners and create sense of

pride in Singaporeans. After much thought, we conjured a slogan that involved wordplay

Locally Global, Globally Local. This slogans essence lies in the permutation of two words

often used to describe SingaporeLocal and Global.

The idea of Singapore as a global city in a local-global nexus was discussed in Yeoh &

Chang (2001, pp. 1025-1028), where a globalizing Singapore navigates the countervailing

pulls of transnationalism and localism and maintains its local rootedness despite being a

global city. Singapore, despite being a key node in the world space economy, is still a

place in (itself) that is not all about the transnational flows in the city but also a home

for Singaporeans. Just as global influences shape Singapore, local factors influence

globalizing forces. Global trends that reach Singapore are often altered to suit local needs,

such as in education: although global educators with world paradigms are sought to nurture

undergraduates with quick, well-rounded minds, well-equipped to succeed in our fast-

changing world, lesson content and course requirements are structured to fit the local

educational expectations without compromising on the education of local knowledge, such

as Singapore Studies modules compulsory for NUS undergraduates (NUS, 2011). Hence in a

global city like Singapore that aims to succeed as a global hub in aspects from education to


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healthcare, the local essence is still important and cannot be neglected. This local-global

nexus is significant in our slogan because we feel it aptly represents Singapore as a global

city and a local place that we can call our own.

Our Logo

Our logo was conceptualized using handprints superimposed onto a map of

Singapore. The handprints represent the different economic and sociocultural contributions

of both locals and foreigners to Singapore. The hand symbolizes the spirit of assistance

(lending a helping hand) and cooperation (like a handshake) contributing to the

harmonious multi-cultural society that Singapore has maintained through time. Delving

deeper, you will notice that each handprint is of different colours, shades and patterns. This

embodies Singapore as a melting pot: a diverse, vibrant and blended economic, social and

cultural environment with people from all nationalities with multi-faceted talents.

Methodology

Two different slogans were first initiated (1) Sin Galore, Singapore & (2) Locally

Global, Globally Local. Sin Galore, Singapore was also a play of words that sought to

portray Singapore as no longer sanitised, prim and proper but instead a place for sin

gastronomic, entertainment and cultural. We first conducted a preliminary study to

understand which slogan was perceived to be more representative of Singapore. We

conducted a Facebook poll to which 64 people responded. The results (Figure 1) showed


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that 92% of the respondents perceived slogan (2) to be more representative of Singapore.

Hence we decided on Locally Global, Globally Local as our proposed new slogan.

Figure 1: Preliminary Poll on Facebook - Which slogan do you think represents Singapore best?

In the next phase of the research, we conducted face-to-face interviews at Singapore

Changi Airport and National University of Singapore (NUS) and telephone and email

interviews to further understand how accurately representative of Singapore others

perceived our slogan. 10 participants (5 locals, 5 foreigners) were interviewed with a set of

questions developed to understand peoples perceptions of the slogan. Interviewing locals

were important as we felt that it imperative that there is local acceptance of the slogan and

that it accurately depicts Singapore so that the slogan can be sold convincingly.

The questions were divided into 2 segments. The first segment seeks to assess the

respondents reactions to our slogan, as well as reception to our slogan compared to the

current and past marketing slogans of Singapore. The second segment seeks to elucidate

the respondents geographical imaginations of Singapore as a tourist destination, and then


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link these impressions back to our slogan to discover how they perceive our slogan. The

interview questionnaire can be found in Appendix 1.

We conducted 6 interviews (3 locals, 3 foreigners) initially at Changi Airport as we

felt it was the best place to interview tourists: visitors arriving can be asked about their pre-

arrival impressions of Singapore, capturing their geographical imaginations based on their

imagined ideas of Singapore; visitors departing can be asked about their experiences of

Singapore while it is still fresh in their minds. We then conducted 4 interviews in NUS and

via telephone and email to corroborate our preliminary observations that younger

respondents felt that our slogan was more accurate compared to older respondents.

Findings & Analysis

The findings and analysis of our interviews are divided into two segments, similar to

our questionnaire structure: the first part assessing palatability of our slogan and the second

revealing our respondents geographical imaginations of Singapore. Names have been

withheld in the interviews and respondents are labeled by whether they are local (L1 to L5)

or foreign (F1 to F5). The interviewees profiles are found in Appendix 2. A summary of the

responses to individual questions can be found in Appendix 3. Appendix 4 contains the key

responses of each individual interviewee, which we will refer back to often in our discussion.

Assessing Locally Global, Globally Local as a Slogan

When asked about the first thing that comes to their mind on seeing our slogan, half

the interviewees stated confusing or complicated, such that people who hear it may


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not understand what you are trying to say (L2, 22/9/2011). Indeed some respondents said

that they needed to think hard about what (the slogan) means (L1, 22/9/2011), which in

this case is not undesirable because we wish to create a meaningful slogan that gets people

thinking deeper about the local and global in Singapore.

Despite the initial confusion that arose, majority of the respondents found our

slogan attractive and accurate in describing Singapore. 7 respondents found our slogan

attractive while 8 found it accurate. The same 7 respondents who found the slogan

attractive also found it accurate, except for one who found it unattractive because it

sounds too industrialized but accurate only if it is used for business (L5, 29/9/2011). The

interviewees all had varying justifications for their responses but even some of those who

found the slogan confusing nevertheless found it attractive and accurate because

undeniably Singapore can be local and global at the same time (F3, 22/9/2011) , which is

as we envisioned when coming up with this slogan.

We then asked our interviewees to state their preferred slogan out of 3 choices:

Uniquely Singapore (the previous slogan), Your Singapore (the current slogan) & Locally

Global, Globally Local (our slogan). 6 chose Uniquely Singapore, as they agree with the

slogan that Singapore is indeed unique. This is evidence that the slogan has struck a chord

with its audience, an objective that planners would like to attain. Our slogan got 3 votes,

mainly because they found it attractive and accurate, though possibly also because our

slogan could be (interpreted) any way you want (F2, 22/9/2011).

A trend we observed from section 1 of the questionnaire is that younger

respondents seem to like our slogan because they can see Singapores global-local nexus in

our slogan and find it both attractive and accurate, while older respondents tend to find our


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slogan too confusing or complicated and hence may not like our slogan. This would

influence the marketability of our slogan to all audiences.

Singapore as a Tourist Destination

This section aims to investigate the geographical imaginations of our respondents. Of

significance especially is the assortment of views about Singapore as a tourist destination,

with differing perceptions of what Singapore is about, which shows how contested,

subjective and variable geographical imaginations can be. To have multiple perceptions of

places by different people is inevitable and acceptable, and it offers some ideas as to how

our slogan may be interpreted differently by the masses (Chang & Lim, 2004, p. 168).

When asked to describe Singapore in one word, surprisingly half of the participants

provided answers of a similar nature: that of a multiracial, multicultural Singapore full of

variety (L3 & F2, 22/99/2011; F4, 27/9/2011). The idea of Singapore as a diverse society

seems to cut across locals and foreigners, and this is what our slogan wishes to tap into. It is

perhaps no coincidence that all the participants who described Singapore in this manner

found our slogan attractive or accurate.

Foreigners were asked about their impressions of Singapore before arriving, to

elucidate their geographical imaginations before having experienced Singapore. All 5

respondents provided assorted views (see Appendix 3 & 4) which further illustrate the

alternative geographies that different people have (Chang & Lim, 2004, p. 168).

As for Singapores unique selling point, 4 local respondents felt that Singapore has

everything: an all-encompassing (L3, 22/9/2011) and chapalang place, fusing a little bit


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of everything (L1, 22/9/2011). Meanwhile foreigners had a plethora of views about

Singapores uniqueness. The local interviewees strong and similar geographical

imaginations of Singapore could be said to be their sense of place: their identification with

the experiences attached to their home Singapore. This can be alluded to the insiderization

of locals that fosters strong sense of place while outsiders (foreigners) being less familiar

with Singapore have differing ideas from locals (Knox & Marston, 2001).

Next the respondents were asked about what they felt was local and global about

Singapore. Generally the locals identified as local Singaporean traits and qualities such as

Singlish (L1, 22/9/2011), kiasuism (L3, 22/9/2011) and multiculturalism while the

foreigners had dissimilar opinion showing their weaker appreciation of what is local in

Singapore and in our slogan. Masseys (1995, pp. 22) assertion about how a tourist

perceives a place is unlikely to be the same as that which an inhabitant would describe is

relevant here. Meanwhile there is greater unity amid the respondents in what is perceived

as global: business and finance in Singapore as well as the presence of many foreigners

here. The latter idea ofglobal coincides with our views about the slogan.

Finally, when asked which place in Singapore best represents our slogan, most

respondents listed tourist attractions, especially Chinatown which was mentioned thrice.

Chinatown was seen as a microcosm of peaceful, multicultural Singapore where religious

locations of different races co-exist in harmony (F4, 27/9/2011), such as the (Sri)

Mariamman temple alongside Chinese shops (L4, 25/9/2011). Chinatown aptly captures

the essence of our slogan: it is the epitome of the local-global nexus because of its

traditional Chinese heritage, combined with the coexistence of elements of other races and

religions as well as the recent influx of Chinese migrants who have populated Chinatown to


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make it really reminiscent of China. The local and global meld together so well in Chinatown

to make it difficult to isolate what is local and global.

Criticisms of Slogan

Although the slogan was perceived as trendy and attractive amongst the younger

respondents, slightly older respondents found it confusing, compromising on the clarity of

the slogan across all audiences. Also, another important criticism is that this slogan may not

necessarily apply just to Singapore but can be easily applied to another country. Hence, the

uniqueness of the slogan is lost.

Limitations of Research

One limitation of our methodology is that our respondents are mainly of a limited

age range: mostly below 30. The preliminary poll conducted on Facebook involved our

friends on Facebook mainly of our age group. The interviews conducted also happened to

involve many respondents, both local and foreign, who are below 30 years old. This may

mean that our interviews and our findings may not be representative of Singapore as a

whole, thought it would be more representative of the views of younger respondents.

In addition, the fact that we selected Locally Global, Globally Local based on the

preliminary Facebook poll involving friends who were of same age group would have

excluded the possibility that Sin Galore, Singapore might be more popular with some

participants, including older age groups who were underrepresented in our preliminary poll


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and interviews. The selection of this slogan by this method could have led to the findings

reflected above about differences in perception of our slogan by age.

Recommendations

One of our interviewees suggested (adding) the word Singapore to the slogan (F5,

29/9/2011) to make it more applicable to Singapore because the slogan Locally Global,

Globally Local could also refer to many other cities or countries to, such as Malaysia or

Hong Kong, and past slogans from STB a ll had the word Singapore in it. While we feel that

the local-global nexus presents itself more strongly in Singapore than in other countries, we

agree that this is a good suggestion. Hence this has been incorporated into our logo.

Concluding Remarks

Portraying Singapore as a global city that harnesses heavily on multi-national and

multi-faceted human talents is important, but so is portraying Singapore as a local village

with predominantly Asian values and cultures. The global-local nexus could be said to

manifest itself in the form of multiculturalism, evidenced in the geographical imaginations

of our interviewees as well as the sense of place of Singaporeans elucidated from their

responses. Our slogan, through interplay oflocal and global, thus attempts to capture this

multiculturalism to promote Singapore through an accurate representation of Singapore

past, present and future.


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Bibliography

Chang, T. C., & Lim, S. Y. (2004). Geographical imaginations of New Asia - Singapore. Geografiska

Annaler, 86 (3), 164-184.

Knox, P., & Marston, S. (2001). Places and Regions in Global Context. Human Geography, 230-244.

Massey, D. (1995). Imagining the world. In J. Allen, & D. Massey, Geographical Worlds (pp. 6-42).

Milton Keynes: Open Univeristy Press, Oxford University.

National University of Singapore. (2011). NUS Vision, Mision and Strategy. Retrieved September 29,

2011, from About NUS: http://www.nus.edu.sg/aboutus/vision.php

Yeoh, B. S., & Chang, T. C. (2001). Globalising Singapore: Debating Transnational Flows in the City.

Urban Studies, 38 (7), 1025-1044.


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Appendices

Appendix 1: Interview Questionnaire

Dear Sir / Madam,

We are undergraduate students from National University of

Singapore, and we are conducting interviews on perceptions of

people (locals and foreigners) towards a new tourism slogan that we

are proposing. As part of our Geography project, we will be doing a

write-up with the findings of the interviews.

We hope you will help us by answering our questions as truthfully as

possible. This interview will take about 10 minutes and will be audio-

recorded. We would also like to take a picture with you at the end

of the interview for documentation purposes. Contents of the

interview will be kept confidential and used solely for research

purposes.

Thank you for spending time on the interview!

Woon Wei Seng & V S Suguna

National University of Singapore (NUS)

Faculty of Arts & Social Sciences

Department of Geography

Our proposed tourism slogan for Singapore is:

Locally Global, Globally Local


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Gender: M / F For non-Singaporeans:

Age: Number of Visits to

Singapore:

Purpose of Visit:

Nationality: Length of Stay:

Interview Location:

Remember to:

Ask for permission to record (by audio or video) and take photos of interview

Take photo with interviewee when interview is complete

Locally Global, Globally Local as a Slogan

1. Describe Singapore in one word.

2. What is the first thing that comes to your mind when we use Locally Global, Globally Localto describe Singapore?

3. Is Locally Global, Globally Local an attractive slogan to you? Why?

4. Is Locally Global, Globally Local an accurate slogan to describe Singapore? Why?

5. Comparing Uniquely Singapore & Your Singapore with Locally Global, Globally Local,which slogan do you prefer? Why?

6. How would you improve or modify the slogan?


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Singapore as a Tourist Destination ( Perceptions of Slogan)7. (For foreigners) Why did you visit / come to Singapore?

8. (For foreigners) What impression did you have of Singapore before arriving?

9. What do you think is Singapores unique selling point as a tourist destination?

10.What do you like most about Singapore as a tourist destination?

11.What do you think embodies the local in our slogan Locally Global, Globally Local?

12.What do you think embodies the global in our slogan Locally Global, Globally Local?

13. Is there a place in Singapore that best represents the slogan Locally Global, Globally Local?

Feedback / Issues:


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Appendix 2: Interview Respondents Profile

Interviewee Summary Profile

Gender Divide 5 M, 5 F

Age Range 16-57 (most in 20s)

Nationalities 5 Singaporeans, 2 Malaysians, 1 French, 1 South Korean, 1 Palestinian

Race 5 Chinese, 1 Malay, 1 Indian, 1 Caucasian, 1 Korean, 1 Arab

(Foreigners) Purpose of Visit 3 Work, 1 Leisure, 1 Study

(Foreigners) Length of Stay 2 for


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Appendix 3: Summary of Interview Responses

Locally Global, Globally Local (LGGL) as a Slogan

1. Describe Singapore in one word.5 (L3 L4 L5 F2 F4 / 3 youngest participants & 1 oldest participant) said multiracial / multicultural /

multinational / variety

2. What is the first thing that comes to your mind when we use LGGL to describe Singapore?5 (L1 L2 F1 F3 F5 / 5 older participants) found it confusing / complicated

3. Is LGGL an attractive slogan to you? Why?Yes 7 (L1 L3 L4 F2 F3 F4 F5 / mostly younger participants), varying reasons for this

No 3 (L2 L5 F1 / 3 older participants), varying reasons for this

4. Is LGGL an accurate slogan to describe Singapore? Why?Yes 8 (same people as Q3 + L5: only if for business)

No 2 (L2 F1)

F4 accuracy because Singapore is one country but it feels like the world with people from different

countries

5. Comparing Uniquely Singapore & YourSingapore with LGGL, which slogan do you prefer?Why?

Uniquely Singapore 6 (L1 L2 L3 L5 F1 F5), as Singapore is indeed unique

Your Singapore 1 (F3), as it is lead-in from Uniquely Singapore

LGGL 3 (L4 F2 F4), as can interpret any way you want (F2)

6. How would you improve or modify the slogan?7 (L1 L3 L4 L5 F2 F3) OK with slogan, some feel time needed for people to understand & get used to

it

L2 not clear enough

F1 Singapore, a global village [idea of global still present]

F5add Singapore to the slogan

Singapore as a Tourist Destination ( Perceptions of Slogan)7. (For foreigners) Why did you visit / come to Singapore?

2 (F1 F3) for business, though both do visit Singapore for leisure too

1 (F5) has been working here for 10 years

1 (F4) for education

1 (F2) for leisure

8. (For foreigners) What impression did you have of Singapore before arriving?


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F1 busy

F2no impressions as havent read anything about Singapore

F3 expensive, strong currency, shopping

F4 hot & humid weather (which turned out okay in the end)

F5 clean, nice, safe, very hot (this impression remains even after 10 years)

9. What do you think is Singapores unique selling point as a tourist destination? 4 (L1 L2 L3 L4) said Singapore has everything all-encompassing + fusion

L1chapalang a little bit of everything

10.What do you like most about Singapore as a tourist destination?2 (L2 F3) said shopping

11.What do you think embodies the local in our slogan LGGL?3 (L1 L2 L3) listed local Singaporean traits such as fine, Singlish, kiasuism

3 (L4 L5 F2) mentioned Singapores multiculturalism and rich heritage

2 (L5 F5) mentioned food / cuisine

2 (F2 F4) mentioned being in Asia

F4being Asian is what is local to Singapore

12.What do you think embodies the global in our slogan LGGL?3 (L1 F3 F5) mentioned financial / business industry of Singapore, involving some investments

3 (F2 F3 F4) mentioned presence of lots of foreigners (tourists & residents)

13.Is there a place in Singapore that best represents the slogan LGGL?6 (L2 L4 L5 F1 F3 F5) listed different tourist attractions (Esplanade & Merlion, IRs, Universal Studios,

Zoo, Arab Street & Chinatown [thrice])

F4Chinatown where religious locations of different races co-exist in harmony

Feedback / Issues:

L2 slogan should be easy to remember & meaningful, short & sweet no need long words


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Appendix 4: Individual Interview Responses

LOCAL RESPONDENT 1 (22/9/2011)


1. Describe Singapore in one word.Overcrowded

2. What is the first thing that comes to your mind when we use LGGL to describe Singapore?Confusing

3. Is LGGL an attractive slogan to you? Why?It is, though after reading it he has to think about what the slogan means (the slogan is

interactive?)

4. Is LGGL an accurate slogan to describe Singapore? Why?LG Yes, GL Wondering about this

5. Comparing Uniquely Singapore & Your Singapore with LGGL, which slogan do you prefer?Why?

Uniquely Singapore preferred: has been slammed badly but it stuck

Your Singapore not heard of it

LGGL interesting, it could work

6. How would you improve or modify the slogan?

Gender: M For non-Singaporeans:

Age: 29Number of Visits to

Singapore: -

PR / Tourist / Expatriate

Nationality: Singaporean

ChineseLength of Stay: -

Interview Location: T2 Viewing Gallery

Remember to:

Agreed Ask for permission to record (by audio or video) and take photos of interview

Agreed Take photo with interviewee when interview is complete


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Its okay just that need to read and understand it a bit more, not that in-your-face (gets you

thinking)

Singapore as a Tourist Destination (

Perceptions of Slogan)

7. What do you think is Singapores unique selling point as a tourist destination? Chapalang place you can get a lot of things here (fusionnicer way of saying chapalang)

8. What do you like most about Singapore as a tourist destination?Safety (though this sounds clich) few Asian countries safe enough to walk along on the streets

(low crime)

9. What do you think embodies the local in our slogan LGGL?Singlish

10.What do you think embodies the global in our slogan LGGL?How Singapore is trying to be a global financial hub, with globalization & industrialization

11.Is there a place in Singapore that best represents the slogan LGGL?Whole Singapore different parts of the island have different vibe: e.g. Raffles Place global,

Tiong Bahru - local


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1. Describe Singapore in one word.Great

2. What is the first thing that comes to your mind when we use LGGL to describe Singapore?Difficult to define complicated. People may not understand what were trying to say

3. Is LGGL an attractive slogan to you? Why?Difficult to use in Singapore Singapore is very small (unless we are as big as the USA)

4. Is LGGL an accurate slogan to describe Singapore? Why?No accuracy only 50:50. Too bombastic Singapore not strong enough for this slogan


Uniquely Singaporepreferred as it is unique, cant compare with other countries (somethingthat we have that others dont have)

Your SingaporeMy Singapore or Our Singapore might sound better than Your Singapore

6. How would you improve or modify the slogan?Not quite smooth why repeat local & global? Not clear cut enough

Slogan should be easy to remember and meaningful (no need long words, short & sweet)


Age: 35 Number of Visits to

Singapore: -


Nationality: Singaporean Chinese Length of Stay: -


Remember to:

Disagreed Ask for permission to record (by audio or video) and take photos of interview

Disagreed Take photo with interviewee when interview is complete


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Singapore as a Tourist Destination ( Perceptions of Slogan)7. What do you think is Singapores unique selling point as a tourist destination?

Whatever you want, Singapore has transport especially (convenience), food, safety, tourist

attractions (IRs)F1 not a selling point because of inconvenience caused in terms of time (track, infrastructure,

personnel) & money (business revenue), should set up track elsewhere, say Pulau Ubin? Develop

/ upgrade the island

8. What do you like most about Singapore as a tourist destination?Shoppingtourists easily get GST refund + Great Singapore Sale in June, PC Fair, its a steal

(especially branded stuff) + lowest tax in the region (Chinese, Taiwanese like to come here to

buy stuff)

9. What do you think embodies the local in our slogan LGGL?fine very Singaporean, found everywhere

Toilets difference between airport / hotel & coffee shop

High-rise flats unique (though no choice that it was built)

10.What do you think embodies the global in our slogan LGGL?Fast pace of life

11.Is there a place in Singapore that best represents the slogan LGGL?Esplanade lots of flags from different countries

Merlion @ Esplanaderepresents Singapore, cant find it elsewhere

Photo Not Available


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1. Describe Singapore in one word.Multiracial

2. What is the first thing that comes to your mind when we use LGGL to describe Singapore?People, whether in Singapore or overseas, can still be rooted in Singapore (Locals & foreigners

feel rooted in Singapore)

3. Is LGGL an attractive slogan to you? Why?Quite attractive makes a lot of sense

4. Is LGGL an accurate slogan to describe Singapore? Why?Yes


Uniquely Singapore - different unique qualities and traits that Singapore has, make us proud of

our country.

6. How would you improve or modify the slogan?Good but must get used to it, because it is new. Uniquely Singapore slogan has been around for

quite a long time, people more familiar with it.

Gender: F For non-Singaporeans:

Age: 16

Number of Visits toSingapore: -





Remember to:




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All-encompassing. Different races, small country on the map but grown quite a lot over the years,

such as education system

8. What do you like most about Singapore as a tourist destination?Small-small stuff, e.g. Singlish Singaporeans can identify with it, something in common

(Singlish is interesting)

9. What do you think embodies the local in our slogan LGGL? Kiasuism (uniquely Singaporean trait)

10.What do you think embodies the global in our slogan LGGL?All our advancements & connections with other countries

Advancement - Singapore being more recognized around the world in different aspects, e.g.

Changi Airport one of the best airports in the world

Connections global recognition & ties between Singapore and other countries (e.g. China -

Singaporeans can get scholarships to renowned universities in China)

11.Is there a place in Singapore that best represents the slogan LGGL?Common places like the hawker center, HDB buildings (represents community) that bring out

the Singaporean trait


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1. Describe Singapore in one word.Multiracial

2. What is the first thing that comes to your mind when we use LGGL to describe Singapore?Multiracial Singapore is a diverse society with heaps of people, who are here globally

3. Is LGGL an attractive slogan to you? Why?Yes, seems really good

4. Is LGGL an accurate slogan to describe Singapore? Why?Motivates more to come to Singapore, main idea of LGGL is it welcomes everybody, were a

global society


Uniquely Singapore unfamiliar

Your Singapore unheard of

LGGL - preferred

6. How would you improve or modify the slogan?Sounds attractive



Singapore: -



IndianLength of Stay: -

Interview Method: Telephone (Skype Call)

Remember to:


N/A Take photo with interviewee when interview is complete


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Small city with heaps of attractions how government has managed to incorporate so many

things in a small city

8. What do you like most about Singapore as a tourist destination?Multicultural experience how 4 races work together; understand our rich heritage, heaps of

places to go to understand local culture

9. What do you think embodies the local & global in our slogan LGGL?Singapores rich heritage Hindus, Chinese, Malays, Christians. Even within own heritage, able

to adapt to global ideas plus point for foreigners to come to Singapore as they will be

comfortable, able to adapt them, welcome them with open hearts (welcoming invitation for

foreigners

10.Is there a place in Singapore that best represents the slogan LGGL?Chinatown despite being Chinese dominant but can find heaps of Chinese stalls & shopkeepers

with a mosque and an Indian temple (Mariamman temple) within that place can see that

Singapore has evolved to be working together with other races

Photo Not Available


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1. Describe Singapore in one word.Multinational

2. What is the first thing that comes to your mind when we use LGGL to describe Singapore?Global presence with unique local culture

3. Is LGGL an attractive slogan to you? Why?No, sounds too industrialized for tourism

4. Is LGGL an accurate slogan to describe Singapore? Why?Yes, but for business


Uniquely Singapore implies something unique about Singapore

6. How would you improve or modify the slogan?Cant think of any off hand


Age: 57Number of Visits to

Singapore: -




Interview Mode: Email

Remember to:

N/A Ask for permission to record (by audio or video) and take photos of interview

N/A Take photo with interviewee when interview is complete


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Bird Park is the worlds largest in Asia and Night Safari is the worlds first

8. What do you like most about Singapore as a tourist destination?Minimum language barrier unless one cannot speak English, Chinese or Malay and a gateway/

good stop over to the neighboring countries and afar

9. What do you think embodies the local in our slogan LGGL? Local cuisines and different cultures - more so for westerners: a one stop location to appreciate

varieties

10.What do you think embodies the global in our slogan LGGL?Global cuisines

11.Is there a place in Singapore that best represents the slogan LGGL?Probably the Integrated Resorts

Photo Not Available


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FOREIGN RESPONDENT 1 (22/9/2011)


1. Describe Singapore in one word.Interesting

2. What is the first thing that comes to your mind when we use LGGL to describe Singapore?Confusednot that clear, using the same words twice. 3 worlds would suffice

3. Is LGGL an attractive slogan to you? Why?Not really because of the confusion

4. Is LGGL an accurate slogan to describe Singapore? Why?Not really


Uniquely Singapore Singapore is unique (interesting, catchy)

6. How would you improve or modify the slogan?Singapore a global village


Age: 40Number of Visits toSingapore: 10


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Singapore as a Tourist Destination ( Perceptions of Slogan)7. What impression did you have of Singapore before arriving?

Busy city, F1

8. What do you think is Singapores unique selling point as a tourist destination?Food multicultural, varieties of food

Interesting places e.g. Jurong Bird Park

9. What do you like most about Singapore as a tourist destination?Clean + good transport system

10.What do you think embodies the local in our slogan LGGL?Not sure

Places Little India, Jalan Masjid (Kampong Glam)

11.What do you think embodies the global in our slogan LGGL?Singapore is very much global investment from foreign companies here. Europeans know more

about Singapore than Malaysia or Brunei

12.Is there a place in Singapore that best represents the slogan LGGL?Havent been much to many places

Singapore Zoo interesting to kids, adults

(Note: interviewee is a lecturer at University of Brunei accounting faculty)


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1. Describe Singapore in one word.Multicultural

2. What is the first thing that comes to your mind when we use LGGL to describe Singapore?Regarding business Singapore is a great place to do business

3. Is LGGL an attractive slogan to you? Why?Yes sounds good, easy to remember and to understand

4. Is LGGL an accurate slogan to describe Singapore? Why?Hard to say because its her first time in Singapore, but (based on imagination) yes, what she

thinks Singapore is like


Uniquely Singaporenot clear enough (Whats unique about Singapore?)

Your Singapore only for tourist, sounds different

LGGL interpret it anyway you want

6. How would you improve or modify the slogan?Its good



Singapore: 1st

time

Purpose: Leisure

Nationality: French Caucasian Length of Stay: 1 week

Interview Location: Singapore Changi Airport, T2 Arrival Hall

Remember to:




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Dont know didnt read a lot about Singapore

But have business relations in Singapore, some colleagues from Singapore & EuropeSingapore always related to business

8. What do you think is Singapores unique selling point as a tourist destination? Never been in Asia before, Singapore sounds like Asia but not too Asian. Multicultural yet lots of

people can speak English

9. What do you like most about Singapore as a tourist destination?People are really helpful in Singapore; service is really good, people ask if you need help (unlike

Europe)

10.What do you think embodies the local in our slogan LGGL? Multicultural, Singapore is inside Asia contact with Asian culture

11.What do you think embodies the global in our slogan LGGL?Provide many kinds of business to different countries

A lot of foreigners living here global place

12.Is there a place in Singapore that best represents the slogan LGGL?Airport a lot of local people here + from all over the world (global services, local people, Asian

culture)

(Note: interviewee is working in business sector in France)


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1. Describe Singapore in one word.Everything

2. What is the first thing that comes to your mind when we use LGGL to describe Singapore?Shopping local, global shopping both in Singapore

3. Is LGGL an attractive slogan to you? Why?Quite so but may be confusing. But still stands by itself being local you can still be global, and

vice-versa

4. Is LGGL an accurate slogan to describe Singapore? Why?Yes


Uniquely Singapore to make Singapore stand out, once it stands out, people become

accustomed to it (blending and leading in to Your Singapore)

Your Singapore you belong here, you can do almost anything here (preferred)

6. How would you improve or modify the slogan?Avoid using short-form LGGL, otherwise its fine


Age: 34 Number of Visits toSingapore: 7/8

thtime this

year

Purpose: Business

Nationality: Malaysian Chinese Length of Stay: 1 day

Interview Location: Singapore Changi Airport, T1 Departure Hall

Remember to:


Disagreed Take photo with interviewee when interview is complete


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Expensive, strong currency, superb place for shopping

8. What do you think is Singapores unique selling point as a tourist destination? Shopping

Sentosa Universal Studios (helps pinpoint Singapore to the world)

9. What do you like most about Singapore as a tourist destination?Shopping

10.What do you think embodies the local in our slogan LGGL? Zoo - though never been there

11.What do you think embodies the global in our slogan LGGL?Financial

Tourism getting there (a lot of tourists come to Singapore)

12.Is there a place in Singapore that best represents the slogan LGGL?Universal Studioseveryone goes there, whether youre local or non-local

(Note: interviewee comes to Singapore for personal reasons every quarter)

Photo Not Available


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1. Describe Singapore in one word.Variety.

2. What is the first thing that comes to your mind when we use LGGL to describe Singapore?Sounds really cool.

3. Is LGGL an attractive slogan to you? Why?Yes, very attractive.

4. Is LGGL an accurate slogan to describe Singapore? Why?Yes I think so. Because in Singapore whenever I go to the city, I see so many people from

different countries. Every one area is a Singapore. I feel like this is one country but I also feel like

I live in the world because there are many people from different countries.


The previous ones sound okay. But I think your slogan is better.

6. How would you improve or modify the slogan?Its good enough.



Singapore: 1

Purpose: Study

Nationality: South Korea Length of Stay: 2 months

Interview Location: School of Computing, NUS

Remember to:




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I heard from my friend especially about the weather that it is very hot and humid but after

coming here, I think the weather is actually quite okay.

8. What do you think is Singapores unique selling point as a tourist destination? It does have many many good places to go. The city itself is a good place to go. The unique

selling point is the city and its vibrancy.

9. What do you like most about Singapore as a tourist destination?The city and its vibrancy.

10.What do you think embodies the local in our slogan LGGL? I dont feel like Im in a different country. I feel like being home. Being Asian is what is local to

Singapore.

11.What do you think embodies the global in our slogan LGGL?I see various people, cultures and buildings that are very different.

12.Is there a place in Singapore that best represents the slogan LGGL?Raffles Place. I see many modern high buildings in Singapore and near Chinatown, religious

locations of different races co-exist inharmony.


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1. Describe Singapore in one word.Safe

2. What is the first thing that comes to your mind when we use LGGL to describe Singapore?May be complicated some thinking required to it

3. Is LGGL an attractive slogan to you? Why?OK

4. Is LGGL an accurate slogan to describe Singapore? Why?Yes. What is local, what is global, Singapore has both


Uniquely Singapore really unique to Singapore (preferred)

LGGL this slogan can apply to other countries too

6. How would you improve or modify the slogan?Add the word Singapore in it



Singapore: N/A

Purpose: Work (Expat)

Nationality: Palestinian Arab Length of Stay: 10 years

Interview Location: Central Forum (Middle East Day), NUS

Remember to:

Disagreed Ask for permission to record (by audio or video) and take photos of interview



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Clean, nice, safe but very hot

Impression hasnt changed since arrival 10 years ago

8. What do you think is Singapores unique selling point as a tourist destination? Education

Business

9. What do you like most about Singapore as a tourist destination?Thats theproblem

Singapore just 1-2 days to see the country, not really a tourist destination in itself. Do people

come to Singapore for tourism? Or do they come to Singapore as Singapore?

10.What do you think embodies the local in our slogan LGGL? Food

11.What do you think embodies the global in our slogan LGGL?Business

12.Is there a place in Singapore that best represents the slogan LGGL?Unsure. Arab Street / Chinatown contrast with city?

(Note: interviewee has been in Singapore for 10 years and currently lectures at NTU; he was in

Australia before coming to Singapore)

proposed tourism slogan for singapore: locally global, globally local

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