Singapore Airlines and Junkee collaborate on native advertising push

Singapore Airlines will send four aspiring writers to destinations on its network  in a native advertising push in collaboration with Sound Alliance pop-culture site Junkee.

A competition to unearth four millennials Junkee “storytellers” will open on Monday with the winners flown to various locations around the globe.

They will post content on a dedicated hub within the Junkee website, with the final stories shown at screenings across Australia. The campaign, produced by Multi Channel Network and media agency MEC, will target millennials and is the latest pillar of a 12-month long drive to promote the airline’s hub for transit and stopover passengers.

Sound Alliance chief executive Neil Ackland said: “We know from our youth research that travel experiences are the most desired things for 16-29 year old Australians, so it is exciting to be able to work with a brand like Singapore Airlines on a content-led campaign that provides an opportunity for creative minds to have and share amazing travel experiences.