STB and SIA launch travel content series fronted by local comedian Rishi Budhrani


Singapore Tourism Board (STB) and Singapore Airlines (SIA) have launched a collaborative global marketing campaign with a content series titled "Unexpected Journeys". Conceptualised and produced by both STB and SIA's creative agency TBWA\\ Singapore, the three-part travel series is fronted by local comedian Rishi Budhrani.

Travelling to three towns bearing the unusual names Dull, Boring and Bland in the UK, Australia and the US respectively, Budhrani invites and hosts individuals from these towns to travel to Singapore. According to STB and SIA, this is to show these individuals that Singapore is more than just a "clean and pretty city full of crazy rich Asians".

Budhrani then travels with these guests on SIA where the usual experiences associated with air travel, from flight comfort, to plane food, to in-flight entertainment are all debunked. The travel series covers Budhrani's experiences in those three towns and the characters he meets and travels with. Launching globally in markets such as US, UK, Australia and New Zealand, the campaign will run for three months across YouTube and Facebook.

Watch the trailer here while the videos are uploaded on YouTube:

Lynette Pang, assistant chief executive, marketing group, STB said the "Unexpected Journeys" campaign continues its partnership with SIA to tell the Singapore Story to global audiences in a refreshing and light-hearted manner. She added that working with Budhrani shines 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,” she said.

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

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TBWA\\Singapore was awarded the SIA business earlier this year as part of an integrated pitch with PHD. TBWA\\ Singapore has been the incumbent agency for SIA since 2007.

AS Anam, creative director, TBWA\\ Singapore said this travel series is a reality content at its most honest, with a peek into real people’s lives, and funny, heartfelt insights, adding that it is also about bringing people together and connecting over a common shared passion.

Said Ara Hampartsoumian, CEO, TBWA\\ Group Singapore: "To have the privilege of both SIA and the STB as our clients has 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."

Most recently, SIA released a new music track as part of its “Seattle sounds even better now” global campaign to mark its first non-stop Singapore to Seattle route. Created in collaboration with Seattle-based DJ and multi-instrumentalist Chong the Nomad (Alda Agustiano), the track titled Non-Stop features sounds from an Airbus A350.