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SINGAPORE : The man behind the branding that boosted Singapore's tourist draw through the "Uniquely Singapore" and the latest "YourSingapore" campaigns died suddenly on Wednesday.
Mr Ken Low, 49, assistant chief executive of the Singapore Tourism Board (STB), was a bachelor. His body was cremated on Thursday.
"The entire Singapore Tourism Board is shocked and deeply saddened by the news of Ken's sudden passing," said STB's chief executive, Ms Aw Kah Peng.
Mr Low was a man who wore many hats, including overseeing the Singapore Pavilions at the Aichi World Expo in 2005 and the Shanghai World Expo this year.
He also served as a Board member of the National Heritage Board and the Singapore Film Commission.
The multi-million-dollar revamped tagline "YourSingapore" which was introduced in March drew flak from the public, which had perhaps, grown accustomed to the long-established "Uniquely Singapore" image.
But Mr Low stood by the revamp and remained unfazed by the criticisms.
Mr Low is believed to have succumbed to complications related to a lung-related illness.
Besides fronting the tourism campaign for Singapore, Mr Low's creative drive included composing several songs for the popular musical Chang and Eng.
He is also reported to have played an active role in local drama group Action Theatre.
Mr Low joined STB in 2003 as director of Brand Management and assumed his current position in 2006.
Ms Aw said that at work, Mr Low "inspired us with his creativity and galvanised everyone in the most challenging of projects. He will be deeply missed by all his colleagues and friends at the Board."
- CNA/al/ls
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