The Singapore Tourism Board has launched an educational campaign featuring readapted scenes from the popular 90s TV drama, Return of the Condor Heroes, providing travel advice as year-end travel planning approaches.
It is the third in a series of campaigns outlining the simple ways Singaporeans can protect themselves and their travel plans – with advice from confirming travel agents have the correct licenses, to ensuring insurance policies include travel agent insolvency.
The three short films developed by TBWA\Singapore show scenes humorously dubbed over with situations and dialogues about travel mishaps, highlighting to viewers the importance of being conscientious when purchasing travel and insurance packages.
“Many Singaporeans remember ‘Return of Condor Heroes’ as an epic 90s drama with infallible martial artists. We wanted to turn famous scenes into unfortunate travel scenarios to show that holiday fails can happen even to the best of us. So don’t try to be a hero. Always travel safe,” said Gao Yuanheng, associate creative director at TBWA\Singapore.
“With the year-end holidays around the corner, it is timely for us to remind consumers of what to look out for when planning their overseas trips. The success of our past 'Don’t Travel Blur, Travel Sure' campaigns has shown that the combination of nostalgia and humour is a powerful and reliable way to get the attention of our target audience. We hope the new campaign will prompt consumers to “not be a hero” when it comes to taking travel precautions,” said Geraldine Yeo, director, industry marketing, Singapore Tourism Board.
Other household TV favourites - Justice Bao and The Unbeatables - were used to develop prior versions of the campaign and were both favourable and widely shared by local audiences. They have been recognised at numerous creative and communication effectiveness awards, including APAC Effies, AME Awards, CCA Gongs, Smarties MMA and WARC Awards.