Walter | Cooler Insights

Rollin’ from Tanjong Pagar to Johor Bahru

January 2, 2011 • Blog • 1 comment

It has been quite some time since my wife and I travelled across the Causeway to Peninsula Malaysia, and we recently decided to embark on a day trip to Johor Bahru. To heighten the novelty of the sojourn, we decided to take a train from the Tanjong Pagar KTM Railway Station and to experience what its like to chug along the old railway line before the station is decommissioned and shifted to Woodlands.

Having trekked along the Bukit Timah Railway on foot, we were curious to feel what its like to be seated in the passenger carriages. It was also an invaluable opportunity to travel along a nostalgic, scenic and heritage rich route winding through the central core of our island. Yes, I must admit that we are quite “sua ku” (mountain tortoise) in this respect as our usual modes of transportation abroad are either by air, by car or by boat.

Here’s a visual account of our journey.

The Science of Excellent Exhibitions

December 30, 2010 • Blog • no comments

As the importance of 360 degree immersive marketing grows, companies should consider curating and choreographing experience-rich physical environments in their retail outlets. A good way to do so would be putting up 3D exhibition displays that help to augment and enrich the overall experience of one’s customers.

In this regard, the Singapore Science Centre can be considered one of the leaders of the craft. Attracting more than a million visitors a year, the Science Centre offers education, enrichment and entertainment all under one roof. As part of the PS21 EXCEL Learning Journey, I had the benefit of understanding how the Centre – considered one of the best in the world – goes about creating, developing and implementing an exhibition.

Changi Airport Goes Christmassy

December 28, 2010 • Blog • no comments

Royal purple is the colour this Christmas!

As I’ve highlighted in an earlier post three years ago, Singapore’s Changi Airport is well known for embracing experiential and immersive elements in its onsite marketing. Occupying a sprawling complex of buildings covering four terminals, the airport has concertedly marketed and promoted itself not only as a gateway to the world but a retail and dining destination for locals.

Don’t Toy Around With Takashimaya

December 22, 2010 • Blog • 2 comments

Not exactly award winning logo design, but it does the trick!

I’m not a shopaholic and neither is my wife. However, come December each year, we would venture forth to Takashimaya Shopping Centre (anchor tenant of Ngee Ann City) for our annual dose of gifting goodness. There is a certain magic in the way the Japanese retailer lays out its various spaces, tantalising consumers to part with their hard-earned cash in the most delightful way.

Burger King’s Naughty But Nice (For Now)

December 17, 2010 • Blog • no comments

Anybody who has followed Burger King’s advertising strategies in recent years would know that it doesn’t shy away from controversy. Embracing an all out assault to shock and awe – moral sensibilities notwithstanding – the popular fast food brand has adopted sexual innuendos and stereotypes both subtle and not so subtle in its advertising around the world.

Examples of its amorous and attention seeking ads include the following:

1) Bikini clad “BK Girls” which were featured in print advertisements…

The Pros and Cons of Lower Cheaper Discounts

December 14, 2010 • Blog • no comments

One of the most common forms of ‘marketing’ is what I call the L.C.D.

It translates into 3 universally embraced words:

How Taiwan Touched Our Hearts (and Wallets)

December 12, 2010 • Blog • no comments

As some of you may know, my family and I went on a one week tour of Taiwan (labelled Taiwan Feast Indulgence), and we certainly had a wonderfully hedonistic time together. Our vacation from 3rd to 10th December covered Taipei, Neiwan, Taichung, Nantou, Kaohsiung, Taitung and Hualien. It was an especially meaningful and fortuitous trip for me as this was the second time I visited the island – my first visit was in 1983 or 1984 back when I was a bored teenager.

Six Festive Marketing Ideas for Kids

December 10, 2010 • Blog • no comments

Christmas is in the air, and retailers are all out to garner those precious year-end gifting dollars. With bonuses likely to be bountiful this year, any business worth its salt would be finding ways and means to target the consumer wallet.

Young children probably form one of the most important markets in the season of giving and receiving. Nothing beats the story of how Santa Claus will shimmy down your chimney – or rubbish chute in Singapore’s highrise context – and bear tidings of fun-tabulous toys. On a more pragmatic level though, how can companies cream this festive occasion for their own profits (and bonuses of course)?

Author: coolerinsights