Lawrence Chong on the Failure of the Singapore Flyer

Jun 6, 2013 | News & Updates, Press

‘Singapore – While the Singapore Zoological Gardens and Sentosa Island spring to mind when describing local attractions, the Singapore flyer just remains a distant structure.

The Singapore Tourism Board (STB) has been promoting the Singapore Flyer through various marketing channels to draw more visitors to this iconic attraction and its lifestyle offerings but the efforts have failed to bring about the desired results.

Most recently, Singapore Flyer was placed under receivership for failing to meet financial obligations to its main lender, a bank.

Lawrence Chong, CEO of Consulus said that the Flyer, while iconic, is a one trick pony.

“People are under the impression that visiting the flyer means just looking at the view. To market itself around just the view is not a stretchable concept,” he said.

What it should have done, Chong explained, is marketed experiences that could be had around the space and lease the vast amount of space it has as a venue for events.’

Read the full article at Marketing Magazine here.