Singapore Airlines - The Storytellers

Singapore Airlines - The Storytellers

Content marketing is one of the major trends in digital media these days and an interesting initiative in this domain was launched by Singapore Airlines recently in order to promote destinations that can be reached via its Singapore Changi hub.

The airline targeted Australian ‘millennials’ with a combination of travel, the internet and storytelling in a tie up with Australian youth publisher Sound Alliance .

SIA’s ‘The Storytellers’ started in mid- September by inviting budding writers to submit in 250 words or less on why they should be selected.

The competition received 760 entries in two weeks which were narrowed down to final four Storytellers who were flown to respectively Kochi (India), Yangon (Burma), Shanghai and Istanbul after a stop-over in Singapore and briefed with one mission: To find and document the most interesting story they could find.

With constant social and video updates from the travellers throughout their journey, all content was hosted on a dedicated ‘The Storytellers’ hub within the website of Sound Alliance’s popculture brand Junkee.

The Storytellers could use words, video, photos or all of the above, and, once back in Australia, worked with Junkee’s editorial team to produce interesting stories which are beautifully illustrated. Examples here (Kochi), here (Yangon) and here (Shanghai).

Junkee readers could also vote for their favourite ‘storyteller’ to go into a draw to win a trip to the featured destination. The final winner received AUD 4,000, and the opportunity to become a Junkee contributor.