Saturday, September 26, 2009

Singapore says F1 good for its branding


The F1 night race is in Singapore this weekend, for the second year.
Even as Malaysians agonise and question the need for the 1Malaysia F1 Team Lotus, Singapore says being involved in the racing has been good for the country's branding as a "happening place".
"We want to have a reputation that this is a good place to work, to live, to play. F1 helps us to acquire that reputation," said Senior Minister Goh Chok Tong here.

There are details of how much is being spent each time - S$150 mil/RM345 mil, 60 per cent by the Singapore government.
And how much money is brought in was also mentioned in story; you can't see in the online version, but I have mentioned it here before - over three days, 40,000 foreigners came last year, spending S$168 mil/RM386 mil.

Then again, sometimes I get the feeling that Malaysia doesn't want to be known as a happening place. It wants people to come work, live and PRAY.
Nothing wrong with that, if you are a religious site or city with religious history (like Rome, Qom, Fatima or Madinah), but a disaster for Malaysia where the most religious site was the teapot kingdom of Ayah Pin.

Then again, Malaysians are correct too, to agonise.
They don't question the holding of F1 RACE in Sepang (the idiots in opposition who opposed the event that started off in 1999 has long shut up, seeing that it did bring benefits to the country's branding).
Malaysians are now questioning the need for an F1 TEAM.

Although PM Najib Razak has said the government will have NO equity in the team, it still begs the question of why anyone wants to waste zillions of dollars a year for something that won't bring much financial benefit to the country.
Also, people want to know who will pay for the LAND and the COST of building the Malaysian F1 technical centre in Sepang, and to develop a race car for Lotus (RM1 bil total costs did someone say?).

There is that feeling that the government is NOT putting everything on the table.
(I am just asking the questions that many people want to know).
- No we won't have any equity in the team, but yes we will provide land for the technical centre? And maybe even raise the building itself? Rakyat's money?
- No we are not involved, but Proton, majority-owned by the government, is involved because Lotus is the constructor of the cars? Rakyat's money?
- No we are not involved but Petronas, owned by the government, will be a sponsor to provide engine oils and lubricants? Rakyat's money?
- And there is the nagging question that if the three private groups are so keen to support 1Malaysia and Proton/Lotus, they will surely want some return on their investment? So what do they get? The joy of seeing a few Malaysians learning new engineering skills?
Though to be fair, Tony F did say that he expects the team to make money. But he didn't want to talk details.

My worry is this: Sad to say, in typical Malaysia style, the move to defend a policy or major event comes in dribs and drabs. After weeks or months had passed, and negative perceptions formed, only then will the government decide to step in or come out to explain properly.
Again I say, don't you guys in government (or in this case, the F1 Team) watch West Wing the series?
Learn how to handle public relations and PR disasters?
Or maybe it's time to call in Fox Comms.

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