Enter Batman as cable car woos locals

Enter Batman as cable car woos locals
Cable Cars.

SINGAPORE - You could say they have the experience. Batman has saved Gotham City often enough, while Superman has shielded Metropolis.

The two superheroes will join forces alongside others and fly to the aid of the Singapore Cable Car as it fights more modern rivals and tries to win back local admirers.

This Singapore icon was once second to none when it came to getting a bird's-eye view of the island's landscape.

With a top height of 120m above sea level, it offers a sweeping view of Mount Faber Park as well as Sentosa island.

But multiple sky parks and newer attractions like the Singapore Flyer now offer higher vantage points, and the cable car must fight for the favour of the locals.

Enter the Super Heroes.

From May 31, cable car riders can "fly" alongside characters like Batman and Superman in DC Comics-themed cabins, as the iconic ride launches a campaign to woo back locals.

Celebrating its 40th anniversary this year, the cable car wants to double ridership among locals over the next two years. They make up just 15 per cent of its traffic now, and the plan is to raise that to 30 per cent.

"We want to be more relevant to locals because Mount Faber is, after all, an iconic part of Singapore's landscape," explained Suzanne Ho, general manager of Mount Faber Leisure Group.

Cable car ridership for the local segment, she noted, has remained "static" for the past few years.

Apart from the DC-themed campaign, the company will also introduce a new membership card that is tailored specially for the local market, offering unlimited cable car rides, as well as dining and retail privileges at affordable prices.

The cable car's popularity has waned among Singaporeans, she noted, due in part to the competition.

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