SYDNEY, 12 January 2024 – Singapore Tourism Board (STB) Oceania today launched its Find Yourself in Singapore campaign – the first Australian campaign under the Board's global Made in Singapore banner. Spearheaded by Australian comedian Jimmy Rees on Instagram and TikTok, this social campaign aims to showcase Singapore's rich experiences with a (mini) twist. 

Audiences will get to follow a 3D printed miniature figurine of Rees to iconic locations around the city, where the comedian will invite Australians who have never been to Singapore to share their reasons for wanting to visit. 

Six lucky participants will be selected to have miniature figurines of themselves made, which will then be placed at various locations around Singapore. With clues provided by Jimmy, they must correctly guess where their figurines are in order to win a trip to Singapore – and literally find themselves (and their mini-me) there. Additional Singapore-inspired prizes will also be up for grabs for followers who help the six participants guess their locations correctly.

“We know Australians love Singapore, and many feel they already know it well. Hence, we want our Find Yourself in Singapore campaign to showcase the destination in a fun and unexpected way, and kickstart conversations among Aussies who haven't been to Singapore as well as those who have, as they get in on the fun to guess the locations. In doing so, we hope it inspires them to move Singapore to the top of their travel list!” said Oliver Chong, Executive Director, International Group & Oceania. 

Like the competition winners, Rees will follow his mini-me to visit Singapore for the first time, and experience the destination first-hand. 

“I have heard so many amazing things from friends who have visited Singapore, from how clean the city is to how important it is to eat from as many restaurants and hawker centres as you can. Yet I've somehow never left Changi Airport! So, when I was asked to work on this campaign with the Singapore Tourism Board, only one answer made sense to me because I'm sure there are a lot of Aussies out there just like me,” said Rees. 

Credits: 

Client: Singapore Tourism Board Oceania

Creative Agency: Leo Burnett 

Creative:

• Andy Fergusson (Executive Creative Director)
• Chris Jovanov (National Experience Design Director)
• Stacey Karayannis (Associate Creative Director)
• Lewis Catalano (Art Director)
• Bill Scheggia (Copywriter)

Business Management:

• Julia Sheehan (Head of Business Management)
• Quinlan Nguyen (Group Account Director)
• Mitchell Bevan (Business Director)
• Nick Savvas (Content Manager)

Production:

• Laura Midalia (Senior Integrated Producer)

Campaign Ambassador: Jimmy Rees

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For further information, please contact:

Sedgwick Communications on behalf of Singapore Tourism Board

Laura Sedgwick 

Managing Director, Sedgwick Communications 

Email: laura@sedgwickcommunications.com 

Mobile: +61 451 041 705

About Made in Singapore

Made in Singapore is STB's latest international campaign that aims to inspire travel to Singapore. True to the Passion Made Possible brand, the campaign highlights how Singapore makes unexpected, diverse and unique experiences possible, where the ordinary is made extraordinary.

About the Singapore Tourism Board 

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore's key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. 

More: www.stb.gov.sg or www.visitsingapore.com | Follow us: STB LinkedIn, STB Facebook or STB Instagram