Singapore Airlines and TBWA Make an Unexpected Journey

Singapore Tourism Board and Singapore Airlines have launched a collaborative global marketing campaign with a first-ever content series called Unexpected Journeys. 

The campaign was conceptualized and produced by TBWA\ Singapore – creative agency for both Singapore Airlines and Singapore Tourism Board. 

Singapore comic and personality Rishi Budhrani travels to three towns bearing the unusual names Dull, Boring and Bland in the UK, Australia and the US respectively. To his delight, Rishi discovers a host of interesting characters that lead him to surprises and unexpected journeys along the way. 

Rishi finds himself bungee jumping in a Scottish forest in Dull, experiencing the American snow, forest and beach all in one day in Boring, and getting sheared along with some sheep in an Australian farm in Bland. 

You can check out the Unexpected Journey to Boring below:

There’s also a twist – Rishi invites and hosts people he meets in these three towns to travel to Singapore for a holiday of a lifetime – and to show them that Singapore is more than just a clean and pretty city full of crazy rich Asians! 

Rishi’s guests discover Singapore’s charming juxtaposition of luxurious city-highs to action- packed adventures, lush nature trails and an infinite foodie selection. 

They travel together on Singapore Airlines where the usual experiences associated with air travel, from flight comfort, to plane food, to in-flight entertainment are all debunked. 

You can check out the Unexpected Journey to Dull below:

Said AS Anam, Creative Director, TBWA\ Singapore said “What can you expect from a comedian let loose in the towns of Dull, Boring and Bland? Reality content at its most honest, with a peek into real people’s lives, spontaneous dialogue and funny, heartfelt insights. Above all, it’s about bringing people together, connecting over a common shared passion.” 

Said Ara Hampartsoumian, CEO, TBWA\ Group Singapore said “To have the privilege of both Singapore Airlines and the Singapore Tourism Board 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. “ 

You can check out the Unexpected Journey to Bland below:

Said Mr Campbell Wilson, Singapore Airlines Senior Vice President Sales and Marketing said “Singapore Airlines is a globally-renowned symbol of Asian hospitality. With the launch of ‘Unexpected Journeys’ in partnership with the Singapore Tourism Board, we are excited to play host to travellers as they travel with Singapore Airlines, and go off the beaten path to experience Singapore through authentic and meaningful experiences that are unforgettable and uniquely local.” 

Said Ms Lynette Pang, Assistant Chief Executive, Marketing Group, Singapore Tourism Board said “The Unexpected Journeys campaign continues our partnership with Singapore Airlines to tell the Singapore Story to global audiences in a refreshing and light-hearted manner. Working with local comedian, Rishi Budhrani, we shine 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.” 

The Unexpected Journeys campaign launches globally this week across the US, UK, Australia and New Zealand. The campaign will run for three months on YouTube and Facebook. 

And you can watch a trailer for the series below: