State of Independence & some more lessons in marketing

Singapore National Day appoacheth - and yes we know it! I am not saying this is bad, but the Singapore government knows a few things about conveying brand messaging - repetition being one of them.

Over the past few weeks we have had numerous - and I must say impressive - 'rehearsal' air displays. These feature loud fighter jets in formation, and Chinook helicopters flying around the island toting a giant flag of Singapore. Don't forget I am currently living on the 24th floor of a block. Finding the Chinooks and flag suddenly lurking at eye-level outside my window was a slightly surreal experience to say the least! We don't get that back in Blighty!

Added to this is a slow growth of National celebration flags blazoned on houses around the city. If there are flags up on people's homes in the UK, it is usually because homeowners have put them up for the festivities. Here, I am pretty sure quite a few are installed by the government. (I suspect this partly because of the regularity of flag size and positioning - but also because there is a large one on a house belonging to friend who is from USA plus never at home to do decorations!)

The history: This August 9th marks Singapore's 47th year of independence. During World War II, Singapore was briefly occupied by the Japanese. It reverted to loose British Colonial control in 1945 (end of the war). In 1963 Singapore joined with the then Federation of Malaya, to form Malaysia. Political disputes followed, however, and in 1965 Singapore became its own republic. Some say it was an unwilling de-merger, hence the name of National Day (rather than Independence Day). Indeed, tiny Singapore - with unemployment, and limited land, population and natural resources, didn't seem to have much going for it as a separate entity. This 'burning platform' is said to be the spur that made Singapore into the determined and prosperous nation it is today.

National Day celebrations are Singapore's largest national event, with parades, anthems, dragon dancing, light shows, fireworks and (yes) the air displays. Nowadays apparently you need a ticket to get a good view - and these are unlikely to be granted to visitors. So I might watch on TV. Having said this, I've already seen some of the good stuff from my bedroom window.. on repeated occasions! So there might not be many surprises on the actual National Day, but we've certainly got the message.

Chinook air 'rehearsal' as seen from a central rooftop bar this Saturday!