Polytechnics use celebrities to front their open house marketing campaign

The five polytechnics in Singapore are having their open house this weekend and they are marketing themselves like shopping malls, according to a story in the Life! section of the Straits Times (Polys bank on hot bods, celebs; Wednesday, January 6, 2009).

A check of their websites reveal the following:

Nanyang Polytechnic (NYP) is trotting out Suria artiste Halzad Imran and the New Paper 2008 Face of the Year Shahirah Price.

Singapore Polytechnic (SP) is trotting out celebrities Fiona Xie, Andie Chen and Tracy Tan while throwing in a fashion show and a live band, among other things.

Ngee Ann Polytechnic (NP) also has celebrities. Project SuperStar’s Chen Di Ya and Shi Xinhui are dropping by and iPods and PSPs are up for grabs in a lucky draw.

Republic Polytechnic (RP) lined up Jean Danker to host “Don’t Forget the Lyrics!” and will also have actor Utt hosting a live band performance.

Temasek Polytechnic (TP) have lined up DJ and standup comic Hossan Leong as a host for the day and will also have live bands and a fashion show.

The polytechnics are spending a total of $250,000 to promote their enrollment drive jointly, a Mr Chow of Republic Polytechnic told the ST reporter. Their open house budgets are separate and were not revealed.

None of the polytechnics have emphasised their sporting achievements. This is as expected. Given the way the Institute-Varsity-Polytechnic (IVP) Games fixtures have been laid out – they are over in a month or less – sports doesn’t seem to figure much in the identity of the polytechnics.

When the day comes when a polytechnic markets itself as a “5-time IVP Basketball Championship winner”, you’ll know the sports culture has taken stronger root.

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