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

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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.”  


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