Singapore Tourism sees more than spots

In what is a growing trend to showcase tourism destinations through branded entertainment style promotion, moving beyond traditional spots, Discovery Networks Asia is launching an initiative with the Singapore Tourism Board featuring Globe Trekker host Megan McCormick's personal journey around the city.

The series made up of three 45 second segments will run across Asia Pacific on Discovery Travel & Living, in a broad sweep of markets including Hong Kong. The campaign will also include three 15-second "factoids". The first launches on 27 May 2007 promoting the Great Singapore Sale.

Mark Whitehead, Senior Vice President, Revenue, Discovery Networks Asia, said: "Megan is a perfect fit for this campaign as her personality - vibrant and energetic - reflects the city. By capturing her personal experiences here, we will showcase the many facets of Singapore that will appeal to different groups of travelers."

The branded content style vignette has also been used closer to home including in a series Discover Hong Kong did through National Geographic featuring famous photographers and their takes on Hong Kong.