Content360 2023
STB dives deeper into the world of entertainment with 3-year Warner Bros. Discovery deal

STB dives deeper into the world of entertainment with 3-year Warner Bros. Discovery deal

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The Singapore Tourism Board (STB) and premier global media and entertainment company, Warner Bros. Discovery, have inked a three-year partnership to collaborate on entertainment and lifestyle content, as well as joint marketing, to spotlight and inspire travel to destination Singapore. 

The partnership leverages Warner Bros. Discovery’s expertise in storytelling and global distribution network to entertain audiences through reimagined perspectives of the city. Both parties aim to create new content, leveraging Warner Bros. Discovery’s extensive portfolio of brands and popular franchises. The partnership will present original localised stories spanning a variety of genres - from scripted formats like drama serials and animation, to reality-based productions such as mini-documentaries - to showcase Singapore globally.

Keith Tan, chief executive of STB, said: “We are honoured to collaborate with Warner Bros. Discovery and to tap on their deep expertise in creative storytelling to profile Singapore as a fun and vibrant city. This partnership will create more platforms to engage audiences around the world, which in turn will strengthen Singapore’s position as one of the best cities in the world for visitors and locals.”

To maximise viewership and introduce new audiences to destination Singapore, both parties will work on joint marketing activations and campaigns.  

Clement Schwebig, president and MD, India, Southeast Asia and Korea, Warner Bros. Discovery, said “Asia provides a rich tapestry for storytelling, and we are pleased to extend our commitment to this through a new strategic partnership with STB.”

Spanning multiple formats and genres, these original shows will bring to life the people, culture and spirit that make Singapore unique as a destination, delivering impactful stories to local and international audiences through the Warner Bros. Discovery network, he explained.

The partnership aligns with STB’s recent foray into the entertainment industry, partnering up with international stars such as Charlie Puth and Billie Eilish. Inking a deal with Warner Music Singapore as part of the collaboration for the SingapoReimagine campaign, Puth will be showcasing Singapore’s destination offerings. The international recovery campaign aims to welcome back travellers to realise their passion for travel through fresh and innovative experiences in Singapore. The collaboration, which will culminate in a video being released in October this year, features Puth's travels around the city.

As for the collaboration with Universal Music Group and Billie Eilish, the star shot two videos in the Cloud Forest at Gardens by the Bay in Singapore, directed by Singaporean director Choānn in partnership with the Singapore Tourism Board, also as part of their international recovery campaign, SingapoReimagine.

Related articles:
Singapore Tourism Board hunts for PR agency in Singapore
Singapore Tourism Board looks for PR and marketing partner in HK
Singapore Tourism Board concludes PR pitch in Indonesia
STB picks FINN Partners out of 8 agencies eyeing PR account for UK market

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