There is nothing millennials like more than travel, the internet and making up stories. Singapore Airlines is going for all three as part of a native content tie up with youth publisher Sound Alliance.
The “Storytellers” campaign, developed by MCN working in partnership with media agency MEC, will run from September 15 and will send four young journalists across the world to document their experiences for Sound Alliance's Junkee brand.
Articles, videos and images from the trip will be featured on a dedicated hub within the Junkee site and will premiere at screening events across Australia.
The competition is part of Singapore Airline's campaign to promote it's Singapore hub for both transit and stopover passengers.
Singapore Airlines’ senior manager marketing and alliances Australia, Dale Woodhouse said: “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.”
Junkee readers will be able to vote for their favourite “storyteller” to go into a draw to win a trip to the featured destination. The final winner will receive $4,000, and the opportunity to become a Junkee contributor.
Sound Alliance shifted it sales representation to MCN in April this year, with chief executive Neil Ackland noting the brand's intention to “create big, bold and effective campaigns.”
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