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Posted 15/01/2024 3:33pm

Pic: Midjourney

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Miniature Rees roams,
Singapore's charms to be shown,
Aussies, make it known.

In partnership with
Salesforce

Singapore Tourism Board Oceania taps Jimmy Rees and Leo Burnett Australia for quirky campaign

The Singapore Tourism Board (STB) Oceania has launched a novel social media campaign, 'Find Yourself in Singapore', under its global 'Made in Singapore' banner.

This marks the first Australian campaign under this banner, and it's taking a decidedly humorous approach to promoting the city-state. The campaign is led by Australian comedian Jimmy Rees, known for his popular Instagram and TikTok content, and features a 3D printed miniature figurine of Rees touring iconic Singaporean locations. The aim is to inspire Australians to share their reasons for wanting to visit Singapore.

The creative agency behind the campaign is Leo Burnett Australia.

Six lucky participants will also be offered a trip to Singapore, and like Rees, they will have miniature figurines of themselves created and placed around the city.

"We know Australians love Singapore, and many feel they already know it well. Hence, we want our Find Yourself in Singapore campaign to showcase the destination in a fun and unexpected way," said Executive Director, International Group & Oceania, Oliver Chong.

"We want our Find Yourself in Singapore campaign to showcase the destination in a fun and unexpected way, and kickstart conversations among Aussies who haven’t been to Singapore as well as those who have' and inspire them to put Singapore at the top of their travel list."

Rees shared his excitement about the campaign and making his first proper visit to Singapore.

"I have heard so many amazing things from friends who have visited Singapore, from how clean the city is to how important it is to eat from as many restaurants and hawker centres as you can. Yet I’ve somehow never left Changi Airport," he commented. "So, when I was asked to work on this campaign with the Singapore Tourism Board, only one answer made sense to me because I’m sure there are a lot of Aussies out there just like me."

The 'Made in Singapore' initiative is STB's latest international campaign, aiming to inspire travel to Singapore by highlighting the city's ability to offer unexpected, diverse, and unique experiences.

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