Singapore’s Tourism Board Turns Bad “Criminal Minds” Episode Into Marketing Gold

Apr 26, 2017

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The popular TV crime-drama Criminal Minds is expanding its universe with Criminal Minds: Beyond Borders, a new show where FBI agents investigate crimes involving Americans abroad. The first episode, Cinderella and the Dragon, is set in Singapore, a notoriously squeaky clean and safe city — which explains why screenwriters had to get creative to turn it into a dark underbelly of filth and crime. The only problem is, they got some things wrong.

For starters, at the beginning of the episode, a “Singaporean Proverb” flashes across the screen — “Where there is a sea, there are pirates” — which, while perhaps relevant to the episode, is actually a Greek proverb and has absolutely nothing to do with the Southeast Asian city-state. Singapore’s popular Geylang neighborhood was then portrayed as being an “overcrowded slum with a thriving underworld.” In reality, though, Geylang is usually listed among the top spots to visit in Singapore as it’s a colorful neighborhood full of culture and beautiful architecture — and don’t get us started on how great the food is.

Apparently upset with its unsavory depiction in the show, the Singapore Tourism Board has responded with a new social media campaign, most notably Facebook posts like the one below poking fun at the episode, declaring that Singapore is “Criminally Shiok,” a Singapore-English slang term that can mean anything from cool or great to delicious or superb. We couldn’t agree more.

We’ve got to hand it to the Singapore Tourism Board for turning an unfortunate episode (pun intended) into a great marketing tool. This makes us want to hop on the next flight to the beautiful city-state. It also doesn’t hurt that you can get there in pretty extraordinary style.

H/T: Travelpulse

Featured image courtesy of Visit Singapore’s Facebook Page.

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