SINGAPORE: With the world watching the upcoming Trump-Kim summit intently, the spotlight has also been turned on Singapore – and its role as host. And according to marketing and hospitality experts Channel NewsAsia spoke to, the summit is a priceless opportunity for Singapore to showcase itself to the world.
Preparations are well underway for Tuesday’s summit, which will be
held at the Capella Hotel on Sentosa island, and in the lead-up, images of Singapore have been splashed across the front pages of newspapers and television broadcasts around the world.
This, said founder of marketing consultancy Kepios Simon Kemp, can help raise valuable awareness about what the country can offer.
“When I go travelling around the world, I find that a lot of people know that we exist, but they have no idea where we are on the map, and have no idea that we’re not part of China,” said Mr Kemp. “They have no idea how clean it is, how vibrant the city is...and once they do…I don’t think anything more than simple awareness is needed for people to add Singapore to their list of destinations.”
And when the throng of international media land in Singapore, they will experience, according to managing director of public relations firm Asia PR Werkz Cho Pei Lin, what she terms the “Singapore DNA”.
“From welcoming them at Changi Airport, to our garden city, connected infrastructure and transport network, a SMART Nation, clean and efficient, and the ability to put together the summit at short notice whilst ensuring safety and security for the two delegations and Singaporeans,” she said. “It is an opportunity like never before to showcase Singapore to the world.”
“As a Singaporean, I’m very proud that we are trusted by the United States and DPRK to put this together on such short notice,” she added.
Citing high-level meetings Singapore has hosted in the past, such as the Shangri-La Dialogue and the Asia-Pacific Economic Cooperation (APEC) meetings, Mr Voedisch added that the summit will reinforce Singapore’s reputation for being a go-to destination for such meetings.
This, he said, could also have benefits in attracting more foreign companies to set up shop in Singapore.
“If everything goes as planned, it will re-emphasise the image that Singapore is one of the safest places on Earth,” he said. “Which company, CEO or family wouldn’t want that for their families and staff?”
“The fact that both the President of the US and the North Korean leaders have chosen Singapore also shows that it’s easily accessible,” he added. “If you think about why Singapore attracts so many global and regional HQs, it’s because the CEOs and decision-makers feel that it’s not only a good place for them, but safe and enjoyable for their families.”
“So it adds to the image that Singapore can not just attract tourists, but also the best of the international workforce.”
Mr Kemp noted that the summit would also position Singapore as having a “relatively inclusive” culture and society. “It’s really interesting that two countries that are, perhaps, at complete opposite ends of the spectrum around the world have chosen Singapore as the place where they both feel comfortable,” he said.
“I think that says a lot about what Singapore means to political leaders around the world.”
Mr Voedisch added that from a political standpoint, Singapore’s reputation as a “neutral and trustworthy” player on the international stage will also be enhanced. “Singapore can also play up the image of a positive peacemaker,” he said. “That’s an added value that can come out of that.”
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https://www.channelnewsasia.com/new...s-branding-opportunity-for-singapore-10410420