Singapore Tourism Board Puts The Gran In Grand Prix With New Campaign

The Singapore Tourism Board has unveiled a new campaign on TikTok with Australian comedy trio Swag on the Beat and real Singapore grandmothers to generate more awareness of Singapore’s offerings.

With a word play on one of the city’s biggest events – the Singapore Grand Prix – the Gran Prix Singapore Style campaign features three grandmothers (“Grans”) in partnership with Swag on the Beat to highlight Singapore experiences through 17 videos over four weeks.

As a central part of the campaign, each Gran will be inviting the audience to experience Singapore through her favourite activities.

Stephanie Yong, Singapore Tourism Board’s area director Oceania, said: “We wanted a fun and innovative way of showcasing Singapore’s hidden gems.

“We also wanted to break the mould of tourism campaigns being fronted regularly by well-known personalities or celebrity influencers. By using local Singaporean grandmothers, we hope to touch the hearts of Australians in a fun and refreshing way. More importantly, all these lovely grandmothers have such a wealth of authentic experiences and stories that it would be a shame if we don’t share them with our Aussie fans.”

The campaign can be seen on both VisitSingapore (Visit_Singapore) and Swag on the Beat’s (swag.on.the.beat) TikTok channels, and includes a competition for consumers to win a trip to the Singapore Grand Prix later in the year. All videos can also be found on TikTok under #GranPrixSG. A microsite on VisitSingapore.com will also list the Grans’ recommended itineraries of things to do in the destination.

@visit_singapore
Sam’s lost #VisitSingapore #GranPrixSG
♬ original sound – Visit Singapore – Visit Singapore

Although it is the first trip to Singapore for the Swag on the Beat trio, their sense of fun, camaraderie and laid-back Aussie attitude had endeared them well to the Grans, as will be evident from the videos.

“Singapore is a country of great inclusivity. Its hospitable locals, environmentally-friendly urban landscaping and wide range of attractions make it a destination we are definitely going to hurry back to!” said Swag on the Beat.

@visit_singapore
Conquering the King of Fruits #VisitSingapore #GranPrixSG
♬ original sound – Visit Singapore – Visit Singapore

Credits:

Client: Singapore Tourism Board Oceania

Creative Agency: Publicis Groupe

Production company: Push Media

Ash Lim, Director

Alek McKenzie, Assistant Director

Louella Campbell, Executive Producer

Content Creators: Swag on the Beat

Jack Say, SOTB

Isaac Gibbons, SOTB

Sam Zito, SOTB

Emily Hatzopoulos, Talent Manager, Born Bred

Grandmothers:

Appolina de Silva

Ong Bee Yan

Helen Soh (Ng Swee Hiah)

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singapore tourism board Swag on the Beat TikTok