Singapore Airlines and Junkee collaborate on native advertising push

Singapore_airlines_logoSingapore 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.

Junkee logo“We know there are incredibly creative and talented young people out there and we look forward to discovering them and creating some amazing content on Junkee.”

MCN national multiply integration director Elizabeth Minogue added: “Working with the MEC team, we are combining the strengths of two different brands to create a unique, content-led campaign, which truly engages the 16-29 year old target market.”

In a further strand to the campaign readers of Junkee content generated by the writers will be able to vote for their favourite story, with each voter going in a draw to win a trip to the featured destination. The final winner will receive $4,000 and become a Junkee contributor.

Millennials can enter the competition through from Monday by submitting 250 words on why they should be selected as one of the four writers.


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