Phua Chu Kang, a sitcom character played by local comedian Gurmit Singh, as well as popular Malaysian singer Ning Baizura, are the stars of a four-month media campaign showcasing Singapore as a vibrant and event-filled city.
In the Batey campaign for the Singapore Tourism Board (STB), and aimed at families, young urbanites and business travelers, Phua shows Baizura the sights and sounds of the city.
Said Grace Lu, STB's manager for tourism business in Malaysia: "Gurmit was chosen because Phua Chu Kang is very popular in Malaysia. He is well known, well loved and there is an affinity to Singapore."
Phua is the lead character in the eponymous Singapore-produced sitcom, now in its fifth season in Malaysia.
Cecilia Wong, Batey group account director, said: "Singapore has been changing and evolving over the years. We have new and updated attractions.
Some of these may not be known to our Malaysian neighbours and we want to invite them to come back and rediscover a 'new' Singapore."
The print, TV, radio and outdoor campaign, launched in early September, will blanket Malaysia.
According to Lu, the campaign forms a significant chunk of a S$2 million (US$1.14 million), six-month long push to attract Malaysian tourists, which began in June.
The campaign attempts to address misconceptions about Singapore as a destination. STB's research showed that many Malaysians feel that they already know Singapore, and wanted to discover new destinations. There is also the perception that Singapore is an expensive city.
Said Lu: "Many Malaysians say they know Singapore, but all they know is Orchard Road, which they visited 10 years ago."
The print campaign emphasises the different events that are taking place in Singapore, including a two-night package costing RM159 (US$41.85).
Malaysia has come under renewed focus as a market for tourist dollars.
In August, Singapore opened its first tourism office in Kuala Lumpur.
A regional office, it also serves the markets of Thailand, Vietnam, Cambodia and Myanmar. According to Lu, tourism receipts from Malaysia have been trending down over the past 10 years, hence this latest offensive.
Last year, tourists from Malaysia spent S$328 million, which still puts it in the top 10 list. They spent S$504 per visitor per trip, or an average of S$148 per person per day.
TOP VISITOR ARRIVALS TO SINGAPORE
Country of Visitor Y-O-Y
Residence arrivals % change
1. Indonesia 521,083 -16.6
2. China 241,609 -28.1
3. Japan 191,652 -40.1
4. UK 185,422 -20.9
5. Malaysia 175,302 -34.8
6. Australia 156,791 -40.5
7. India 121,735 -36.9
8. S. Korea 106,776 -45.5
9. USA 103,818 -37.8
10. Thailand 89,604 -33.9
11. Hong Kong 85,075 -37.3
12. Philippines 72,436 -31.3
Source: Singapore Tourism Board.