Listen Live to Boost Singapore’s Destination Profile with Strong Brand Exposure Worldwide

The first ever Listen Live concert, which will be held in Singapore on 30 September and 1 October 2005, is expected to boost Singapore’s destination profile, with strong worldwide exposure of the Uniquely Singapore brand and the many unique aspects of Singapore. To be held at the National Stadium, Listen Live will be one of the largest ever entertainment and global fundraising events not only in Singapore, but Southeast Asia as well.

To be broadcast internationally on prime-time terrestrial TV and radio, the two-day Live concert is expected to give Singapore airtime exposure of about S$166 million (USD100 million). Staging the concert in Singapore will pump some S$30 million (USD18 million) into the Singapore economy. Singapore Tourism Board intends to attract from overseas more than 25% of the expected 80,000 spectators at the Stadium. World dignitaries, heads of states and royalty are also expected at the event.

The Listen Live concert is the pinnacle of the Listen global media campaign, organized by UK-based Tribute Third Millennium, aimed at getting worldwide audiences to listen to the needs of the world's most disadvantaged children. The four-month campaign aims to raise more than S$150 million (USD 92 million) for underprivileged children worldwide. Audiences will be able to see and hear celebrities like Goldie Hawn, Jessica Lange, Brooke Shields, Kurt Russell, and Susan Sarandon as they travel around the world to listen to testimonies of some of these children as they relate their plight. The global fundraising campaign culminates with  the worldwide broadcast of Listen Live in Singapore, featuring some 40 renowned Western and Asian artistes. The two-night concert will each last six hours, from 7pm to1am, and each night will feature solo performances and unique collaborations of the different artistes. 

Mr Lim Neo Chian, Deputy Chairman and Chief Executive, Singapore Tourism Board said, “Hosting a major international event like Listen Live will contribute significantly to raising Singapore’s profile among visitors from all over the world and strengthen Singapore’s position as the events capital of Asia. Besides bringing a unique entertainment experience to our visitors, STB's effort to bring Listen to Singapore also spotlights a dimension of tourism which many are not familiar with. Tourism is not just about driving visitor arrivals and increasing tourism receipts, it's also about building people to people bonds, strengthening cultural understanding, and helping those in need. Through Listen Live, we hope to get everyone to reach out and make a difference to the lives of the world’s underprivileged children.”

90% of the funds collected from Listen Live 2005 will go to long-term developmental projects and programmes that will aid the world’s most disadvantaged children. In addition, a certain portion will be channeled specifically towards benefiting children affected by last year’s tsunami.

No more than 10% of the funds will be spent on auditing and administrative activities that will allow Listen Charity to report back to all donors on how their monies have been spent. 

Other activities tied to the Listen campaign include a music CD recorded by top musicians for worldwide release, stories written by major writers about listening to children, artworks by top visual artistes that will be put for auction, and short films that will focus on children.

Mr Tony Hollingsworth, Chief Executive Officer of Tribute said, “With Singapore’s strong record of hosting international events, its world class infrastructure, state-of-the-art facilities and its unique blend of modern world and rich cultures, there’s no better place to hold Listen’s inaugural live concert than in Singapore. Tribute has produced some of the world’s largest entertainment broadcasts, including the Nelson Mandela 70th Birthday Tribute and the marking of the fall of the Berlin Wall. Viewers can thus be assured of high quality performances from the staging, to the show content, and artistes line up.”

Ms Gina Lim-Singham, Vice President Marketing Communications and Development, Singapore Airlines said, “Singapore Airlines is proud to lend the support of our  extensive global network and fly Listen Campaign’s stars, dignitaries and artistes around the world as they listen to the disadvantaged children. Through Listen, we hope to do our part of increasing global awareness of the plight of less fortunate children. We are not forgetting local and overseas concert lovers who want to do their part by attending the fund-raising concert. Special ticket and travel packages are available through our extensive local and global marketing channels to ensure visitors have access to the excitement and experience of a live mega charity concert.”

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