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Singapore Tourism Board wants to debunk the country's 'Crazy Rich Asians' rep with new content series


By Taruka Srivastav, Reporter

September 23, 2019 | 3 min read

Singapore Tourism Board has joined forces with Singapore Airlines to roll out a content series called Unexpected Journeys.

Singapore Tourism Board partners Singapore Airlines for a global content series

Singapore Tourism Board partners Singapore Airlines for a global content series

The series, created and produced by TBWA\Singapore, is being fronted by Singapore comedian Rishi Budhrani who travels to three towns Dull, Boring and Bland in the UK, Australia and the US respectively.

Budhrani finds himself bungee jumping in a Scottish forest in Dull, experiencing the American snow, forest and beach all in one day in Boring, and getting sheared along with some sheep in an Australian farm in Bland.

While on his journey, Rishi invites various people he came across to Singapore to help them experience the culture and life of Singapore which is much more than what the movie 'Crazy Rich Asians' portrayed.

According to Lynette Pang, assistant chief executive, marketing group, Singapore Tourism Board said, the campaign further aims to tell the Singapore story to global audiences in a refreshing and light-hearted manner.

She added: "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 global campaign has launched in the markets that include the US, UK, Australia and New Zealand. The campaign will run for three months across YouTube and Facebook.

AS Anam, creative director, TBWA\ Singapore said: “What can you expect from a comedian let loose in the towns of Dull, Boring and Bland? Reality content at its most honest, with a peek into real people’s lives, spontaneous dialogue and funny, heartfelt insights. Above all, it’s about bringing people together, connecting over a common shared passion.”

Ara Hampartsoumian, chief executive officer, TBWA\ Group Singapore said: “To have the privilege of both Singapore Airlines and the Singapore Tourism Board as our clients have allowed us to be truly collaborative – allowing an idea to manifest into an authentic and unconventional piece of work that we are really proud of. “

Campbell Wilson, Singapore Airlines senior vice president sales and marketing 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 and recently collaborated on destination marketing.

Singapore Tourism Board: Unexpected Journeys by TBWA

By Singapore Tourism Board

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