Aussies encouraged to ‘Find Yourself In Singapore’ in new campaign via Leo Burnett
The Singapore Tourism Board Oceania has launched a new social media campaign via Leo Burnett Australia, putting Aussies at the heart of Singaporean experiences, featuring comedian Jimmy Rees.
The ‘Find Yourself in Singapore’ campaign marks the first Australian version under the Board’s global ‘Made in Singapore’ banner.
The social campaign aims to showcase the country’s rich experiences, as audiences will get to follow a 3D printed miniature figurine of Rees to iconic locations around the city.
Six competition winners will then be selected to win a trip to Singapore and have their own miniatures made, while Singapore-inspired prizes will also be up for grabs.
The miniatures will be hidden at various locations across Singapore’s city, so the winners can literally ‘find themselves in Singapore’.
“We know Australians love Singapore, and many feel they already know it well,” said Oliver Chong, executive director, International Group & Oceania.
“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!”
Like the competition winners, Rees will follow his mini-me to Singapore.
“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,” he said.
“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.”
Credits:
Client: Singapore Tourism Board Oceania
Creative agency: Leo Burnett Australia
Campaign ambassador: Jimmy Rees
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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topics
Find Yourself In Singapore
Jimmy Rees
Leo Burnett
Oliver Chong
Singapore Tourism
Singapore Tourism Board
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