You might think that the success of the "Crazy Rich Asians" movie last year would have sparked interest in Singapore. But now the Asian city is trying to show that it has things to offer beyond that stereotype with a new branded content campaign.
The effort, a joint effort between Singapore Tourism and Singapore Airlines, is fronted by a Singaporean comedian, Rishi Budhrani, who travels to three towns bearing the names "Dull," "Boring" and "Bland," which are in the U.K., U.S. and Australia respectively.
Three different episodes showcase his escapades in these destinations, and in each he invites someone he meets to travel back to Singapore with him, to discover aspects of the city such as its food and nature trails. The point, he says, is to "show them it's more than just a pretty city full of crazy rich Asians."
TBWA/Singapore, which is the agency for both Singapore Tourism and Singapore Airlines, developed the campaign. It's airing across the U.S., U.K, Australia and New Zealand for three months on YouTube and Facebook.