I remembered having a debate in school regarding Singapore's tourism board's campaign "Uniquely Singapore". Most of the students couldn't relate to the campaign and tried hard to justify what's exactly uniquely about us. Some of the unique factors of Singaporeans that were brought up were that we are a multi-racial society, we are kiasu (scared to lose), love to queue (Hello Kitty). Not exactly the image that STB was trying to portray.

Anyway, I chanced upon this article which I felt was a good argument on why the campaign didn't work.

Boost Your PR by Doing Something, Not Just Saying Something