Aussie TikTokers hang out with grandmothers for new Singapore Tourism campaign

Aussie TikTokers hang out with grandmothers for new Singapore Tourism campaign

The Singapore Tourism Board has unveiled a new campaign on TikTok with Australian comedy trio Swag on the Beat and real Singapore grandmothers to generate more awareness of Singapore’s offerings.

With a word play on one of the city’s biggest events – the Singapore Grand Prix – the Gran Prix Singapore Style campaign features three grandmothers (“Grans”) in partnership with Swag on the Beat to highlight Singapore experiences through 17 videos over four weeks.

As a central part of the campaign, each Gran will be inviting the audience to experience Singapore through her favourite activities.

“We wanted a fun and innovative way of showcasing Singapore’s hidden gems,” said Stephanie Yong, Singapore Tourism Board’s area director Oceania.

“We also wanted to break the mould of tourism campaigns being fronted regularly by wellknown personalities or celebrity influencers.

“By using local Singaporean grandmothers, we hope to touch the hearts of Australians in a fun and refreshing way.

“More importantly, all these lovely grandmothers have such a wealth of authentic experiences and stories that it would be a shame if we don’t share them with our Aussie fans.”

The campaign can be seen on both VisitSingapore (Visit_Singapore) and Swag on the Beat’s (swag.on.the.beat) TikTok channels, and includes a competition for consumers to win a trip to the Singapore Grand Prix later in the year.

All videos can also be found on TikTok under #GranPrixSG. A microsite on VisitSingapore.com will also list the Grans’ recommended itineraries of things to do in the destination.

Although it is the first trip to Singapore for the Swag on the Beat trio, their sense of fun, camaraderie and laid-back Aussie attitude had endeared them well to the Grans, as will be evident from the videos.

“Singapore is a country of great inclusivity. Its hospitable locals, environmentally-friendly urban landscaping and wide range of attractions make it a destination we are definitely goingto hurry back to!” said Swag on the Beat.

Latest News

  • Cruise

P&O rescues Rotary volunteers after collapse of Air Vanuatu

P&O Cruises Australia has answered a plea for help from a group of young Australian Rotary volunteers, stranded in Vanuatu following the collapse of Air Vanuatu. The students, many of them teenagers from Albury, NSW, were volunteering for a youth project run by the Hive Rotary Club Australia when the airline abruptly cancelled all flights, […]

  • Destinations

Intrepid continues expansions with launch of first DMC in Jordan

Intrepid has increased its presence in the Middle East with the opening of its first destination management company in Jordan. Based in Amman, the local team will operate Intrepid’s range of nine experiential small group tours in Jordan from this summer, with a view to expanding the range for 2025 and beyond. Zina Bencheikh, managing […]

  • Appointments

Minor hotels appoints Puneet Dhawan to key Asia role

Global hotel owner and operator Minor Hotels has appointed Puneet Dhawan as head of Asia as the group plots its growth in Asia and India. From July, Dhawan will be responsible for the performance of all Minor Hotels properties in Asia, working in close collaboration with the Minor Hotels senior leadership team and will report […]

  • Appointments

Abercrombie & Kent and Crystal appoint Evon Ler to director of sales, Asia

Abercrombie & Kent Travel Group have announced that Evon Ler will join them in the new role of director of sales, Asia. She will work closely with Tony Archbold (VP, Sales, APAC, Crystal) and Susan Haberle (VP, Sales & Partnerships, APAC, A&K) with trade support across the region. Ler comes to the A&K family with more […]