A new branded content campaign called ‘Unexpected Journeys’ sees Singapore Airlines (SIA) and the Singapore Tourism Board (STB) collaborating to create a light-hearted series of films that pitches the city state as an unusual  tourist destination and the airline as the ideal way to get there. The campaign features Singaporean comedian Rishi Budhrani visiting three cities – Bland in Australia, Dull in Scotland and Boring in the United States of America. After sampling the best amusement options these places have on offer, Budhrani them flies his hosts in each city back to Singapore.


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