12 September 2014: Multi Channel Network (MCN) today announced a major integrated campaign between Singapore Airlines and Sound Alliance’s award winning pop-culture site Junkee. Working in partnership with media agency MEC, “The Storytellers” campaign will target millennials through an Australia-wide competition running from mid-September.
The competition forms another pillar to Singapore Airlines’ extensive campaign to promote its Singapore hub for both transit and stopover passengers, which has been featured across media including out of home and print, for the past 12 months.
The competition will see four aspiring journalists win the opportunity to become Junkee ‘storytellers’, travelling to four exotic destinations on the Singapore Airlines network and documenting their most inspiring experiences. Armed with a camera, a notebook and an inquisitive mind, these four storytellers will experience complete culture immersion during the week of a lifetime.
With constant social and video updates from the travellers throughout their journey, all content will be hosted on a dedicated hub within the Junkee website. The four final stories can be told via video, photos and/or words, the only criteria being that they must be inspiring, thought-provoking and insightful for young Australian travellers. The stories will premiere at exclusive screening events across Australia.
The competition is extended with readers able to vote for their favourite story of the four, with each voter going in a draw to win a trip to the featured destination, thanks to Singapore Airlines. The final winner will receive $4000, and the opportunity to become a Junkee contributor.
MCN National Multiply Integration Director, Elizabeth Minogue, said: “We are thrilled to announce such a ground-breaking campaign between two powerful yet diverse brands, Singapore Airlines and Junkee. 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.”
Sound Alliance CEO, 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. 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.”
Singapore Airlines’ Senior Manager Marketing and Alliances Australia, Dale Woodhouse, said: “We are excited to be launching this next phase in our campaign and to be able to further promote all of the incredible benefits available to travellers when flying through the world’s best hub, Singapore. We are passionate about travel and feel that the ease with which it is possible to connect through Singapore to some of the world’s most interesting destinations available on our extensive network is something that is of enormous value to the millennial traveller. We look forward to seeing the inspiring stories created from the once in a lifetime experience provided to the finalists of this competition.”
To apply to be one of the four travelling storytellers, budding writers can submit 250 words or less on why they should be selected for the prize on www.junkee.com from 15th September.
MCN Media Contact:
(02) 9492 1002 / 0452 505 859
About Multi Channel Network (MCN):
Established in 1997, MCN is a joint venture between FOXTEL and FOX SPORTS. MCN is responsible for the advertising interests of 69 television channel brands, 138 websites, 69 m-sites/optimised mobile sites, 59 apps, 4 IPTV services and Digital-Out-Home locations. MCN delivers optimum campaign results for clients by combining high value audiences with an unmatched choice of premium content. MCN specialises in creative solutions, which brings life to ideas and deliver clients a better advertising experience. In addition to being the third largest television network in Australia by commercial audience, MCN has Australia's largest combined online and mobile network in Australia with a monthly online reach of 8.4m unique audiences and a monthly mobile audience of 4.7m. For more information: www.MCN.com.au
About Sound Alliance
Sound Alliance is Australia’s leading youth content publisher. The Sydney-based business owns and operates FasterLouder, inthemix, Same Same, Mess+Noise and Junkee.com, and represents titles Pitchfork, NME and The Hype Machine. Together, these titles have a combined monthly UB audience of more than 1.5 million and offer brands a gateway to 18-29 year old Australians. Sound Alliance are the pioneers of native advertising in Australia, and specialise in the conception, creation, amplification and measurement of engaging digital media content for the youth market. www.thesoundalliance.net
Junkee is the 2014 Mumbrella Brand of the year. It is Australia’s newest pop culture title, covering film, TV, politics, style, online and everything in between. The content Junkee creates each day is designed to go beyond the headline, to inform, intrigue, provoke and occasionally make the audience laugh.
Australian Pop Culture with brains – Junkee.com is changing the game. Pioneering a new way of merging brands and content, as one of the first publishers aiming to get ‘native advertising’ right.
About Singapore Airlines:
Singapore Airlines (SIA) is one of Australia’s longest serving foreign carriers and currently operates a total of 114 flights per week from six capital cities to Singapore, including regional wing SilkAir from Darwin, connecting to a network spanning 37 countries. SIA has unveiled a suite of competitive products to drive greater value for Australian customers, including S$40 vouchers for customers transiting through Changi, an expanded Singapore Stopover Holiday package, as well as regular promotional fares for customers across Australia. The roll out of the alliance with Virgin Australia continues, with SIA codeshare to 41 domestic destinations and VA codeshare and interline to a total of 89 destinations across the SilkAir/Singapore Airlines network.