The Business Times

The Trump-Kim S$20m question: What's it worth to the Singapore brand campaign?

Plenty - not even Superbowl ads could give Singapore the recall of that historic handshake.

Published Fri, Jun 15, 2018 · 09:50 PM
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OVER the week, various questions have been asked on the raison d'etre of Singapore's involvement in hosting and underwriting the recently completed Trump-Kim Summit in Singapore. Here are some thoughts on the issues, and the question on everyone's minds: Was it worth it?

Q. Is S$20 million a no-brainer of a spend? If so, why is there so much justification in the public media? If this is seen as an ad campaign, how much money would have had to be spent for equivalent reach and impact?

From the mid 1980s to the late 2000s, Singapore Tourism Board spent an estimated US$50 million to US$80 million annually on monitored paid advertising to promote Singapore as a Mice (Meetings, incentives, conferences and exhibitions) destination. This is a fraction of the overall budget that goes into building the Mice ecosystem.

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