STB and SIA join forces for branded content driven tourism push with ‘Unexpected Journeys’

A new branded content campaign called ‘Unexpected Journeys’ sees Singapore Airlines (SIA) and the Singapore Tourism Board (STB) collaborating to create a light-hearted series of films that pitches the city state as an unusual  tourist destination and the airline as the ideal way to get there.

The campaign features Singaporean comedian Rishi Budhrani visiting three cities – Bland in Australia, Dull in Scotland and Boring in the United States of America. After sampling the best amusement options these places have on offer, Budhrani them flies his hosts in each city back to Singapore. 

The films can be seen on a YouTube channel dedicated to the campaign. 

According to a  joint release from the STB and SIA: “The film series was created by SIA and STB to demonstrate the unexpected experiences that Singapore and Singapore Airlines have to offer travellers. 

“The series authentically showcases the depth and breadth of Singapore and the distinctive experiences travellers can enjoy in the destination as well as on board Singapore Airlines.”  

Singapore Airlines senior vice president sales and marketing Campbell Wilson said: “Singapore Airlines is a globally-renowned symbol of Asian hospitality. With the launch of ‘Unexpected Journeys’ in partnership with the Singapore Tourism Board, we are excited to play host to travellers as they travel with Singapore Airlines, and go off the beaten path to experience Singapore through authentic and meaningful experiences that are unforgettable and uniquely local.” 

Singapore Tourism Board assistant chief executive marketing group Lynette Pang said: “The Unexpected Journeys campaign continues our partnership with Singapore Airlines to tell the Singapore Story to global audiences in a refreshing and light-hearted manner. Working with local comedian, Rishi Budhrani, we shine the spotlight on Singapore’s lesser-known talents, businesses and authentic local experiences.

“Through the campaign’s bold and creative format, we invite viewers to take a sneak preview into the unexpected aspects of Singapore life through a series of three short and fun films.” 

The most recent association between the STB and the SIA was for the flight safety video from 2017.


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