Multi Channel Network (MCN) today announced a major integrated campaign between Singapore Airlines and Sound Alliance’s award winning pop-culture site Junkee.
Working in partnership with media agency MEC, “The Storytellers” campaign will target millennials through an Australia-wide competition running from mid-September.
The competition forms another pillar to Singapore Airlines’ extensive campaign to promote its Singapore hub for both transit and stopover passengers, which has been featured across media including out of home and print, for the past 12 months.
The competition will see four aspiring journalists win the opportunity to become Junkee ‘storytellers’, travelling to four exotic destinations on the Singapore Airlines network and documenting their most inspiring experiences. Armed with a camera, a notebook and an inquisitive mind, these four storytellers will experience complete culture immersion during the week of a lifetime.
With constant social and video updates from the travellers throughout their journey, all content will be hosted on a dedicated hub within the Junkee website. The four final stories can be told via video, photos and/or words, the only criteria being that they must be inspiring, thought-provoking and insightful for young Australian travellers. The stories will premiere at exclusive screening events across Australia.
The competition is extended with readers able to vote for their favourite story of the four, with each voter going in a draw to win a trip to the featured destination, thanks to Singapore Airlines. The final winner will receive $4000, and the opportunity to become a Junkee contributor.
MCN National Multiply Integration Director, Elizabeth Minogue, said: “We are thrilled to announce such a ground-breaking campaign between two powerful yet diverse brands, Singapore Airlines and Junkee. Working with the MEC team, we are combining the strengths of two different brands to create a unique, content-led campaign, which truly engages the 16-29 year old target market.”
Sound Alliance CEO, Neil Ackland, said: “We know from our youth research that travel experiences are the most desired things for 16-29 year old Australians, so it is exciting to be able to work with a brand like Singapore Airlines on a content-led campaign that provides an opportunity for creative minds to have and share amazing travel experiences. We know there are incredibly creative and talented young people out there and we look forward to discovering them and creating some amazing content on Junkee.”
Singapore Airlines’ Senior Manager Marketing and Alliances Australia, Dale Woodhouse, said: “We are excited to be launching this next phase in our campaign and to be able to further promote all of the incredible benefits available to travellers when flying through the world’s best hub, Singapore. We are passionate about travel and feel that the ease with which it is possible to connect through Singapore to some of the world’s most interesting destinations available on our extensive network is something that is of enormous value to the millennial traveller. We look forward to seeing the inspiring stories created from the once in a lifetime experience provided to the finalists of this competition.”