How much did it cost to publicize this tunnel?

My jaw dropped when I read this recently from Today. Does anyone even realise how much a normal advertising campaign costs? In this case, it’s just a long tunnel full of concrete, lights and speed cameras. Not exactly something I’m dying to know about. But even more surprising was how little people raised a hoo-ha about the level of expenditure of our ERP fees.

Sounds like a winner? Not to everyone

Mixed reactions to LTA’s attempt at educating road users through music

Leong Wee Keat
weekeat@mediacorp.com.sg

IT IS touted as the "Sounds of the Underground" — a "lyrical guide to driving on the Kallang-Paya Lebar Expressway (KPE) safely", and marks the first time the Land Transport Authority has roped in an advertising agency for any project involving the building of roads.

But to what extent has the safety education campaign — which cost the LTA $2.8 million, partly offset with help from corporate sponsors — met its aim of teaching the public the proper way to use the KPE?

Some vehicle owners Today spoke to said they spent "less than two minutes" on the lyrical guides mailed to them before discarding them.

Others claimed they had not even received the direct mailers, sent out before the KPE opened in late October.

But the LTA’s deputy group director (Corporate Communications) Tammie Loke said feedback on the campaign has been "positive" and that it has been "effective". For example, the KPE Internet portal has received a million hits in the last three months — with more than 100,000 downloads of the songs, ringtones and song lyrics.

Some 650,700 lyrical guides were sent to registered vehicle owners. Also included was a car decal detailing safety messages and a number to call in case of emergency was included.

The LTA also put up advertising boards on Circle Line construction sites and along the Orchard Road underpass, placed advertisements in the print media and bought radio airtime for five days before the KPE opened.

The LTA said the campaign was targeted at two main groups: Motorists, to ensure they know how to use the new KPE safely, and the general public, to inform them about the new expressway.

Singapore Idol Hady Mirza, music producer Don Richmond and rapper Sheikh Haikel performed some of the tracks on the lyrical guide. Motorists’ reactions were mixed.

Said Mr H J Tan: "The lyrics were quite hilarious. Even my son was laughing at them."

But Mr Eugene Ng gave credit to the authorities for "trying to do something different".

Currently, 3km of the expressway is open to traffic. Once fully opened next year, it will be the longest underground expressway in South-east Asia, with 9km running 10m below ground.

Having monitored traffic on the KPE, the LTA observed that motorists generally keep in lane and the majority switch on their headlights while underground.

There have been no major accidents involving casualties thus far, it added.

Having monitored traffic on the KPE, the LTA observed that motorists generally keep in lane and the majority switch on their headlights while underground.

There have been no major accidents involving casualties thus far, it added.

4 Replies to “How much did it cost to publicize this tunnel?”

  1. ha ha.. the whole package went into my bin without even being opened. Guess thats $2 of my taxpayer monies down the toilet… ha ha ha

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