In an attempt to bring footfall back to the historic area, the business association for the precinct, One Kampong Gelam, heldThe five-minute display, which ran twice a day for a month, drew more than 100,000 visitors to the area and, as a result, the surrounding shops and eateries enjoyed a 40 per cent increase in sales during the campaign.
Organised by the Singapore Tourism Board, the award ceremony held at Shangri-La Hotel recognises the resilience and innovation of businesses and individuals in the tourism sector. "Pre-Covid-19, it was very vibrant and was always full house. We wanted to create opportunities for people to visit again. At the same time, we wanted to use this chance to educate visitors on what Kampong Gelam is about," said the association's spokesman.
The hoardings had gone up around February last year for the construction of the North-South Corridor, a transport route slated for completion in 2027.
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