Airbnb Experiences and Singapore Tourism Board (STB) today unveiled a storytelling campaign featuring three generations of women in one of Hollywood’s most well-known families – Jada Pinkett Smith, her daughter Willow Smith and mother Adrienne ‘Gammy’ Banfield-Norris. The series of stories set in Singapore is a celebration of the beauty of immersing oneself in different cultures across the globe, and embarking on an enriching, educational journey through human connections.
At the heart of the campaign is a short film featuring Jada, Willow and Gammy learning about Singapore’s rich heritage and experiencing the best the country has to offer, including through Airbnb Experiences. In a unique exchange of cultures, the trio meets one of Singapore’s top Experiences Hosts and inter-generational family, One Kind House, led by 76-year-old matriarch Mummy Soh. The trio’s wonderment and journey of discovering new cultures, and in doing so, rediscovering themselves and each other, is evocatively captured in the film.
The video, filmed in January 2020, follows the Sohs and ladies as they explore a local herb garden and cook a classic Singaporean meal of vegetable curry and rice together, over candid and heartfelt conversations on the importance of cultural diversity and the quintessentially Singaporean kampong (community) spirit. Jada, Willow and Gammy also explore the island’s most iconic precincts and landmarks, including Little India, Kampong Gelam, Chinatown, Clarke Quay, and Gardens by the Bay, guided by other top Airbnb Experiences hosts.
Inspiring Future Travel to Singapore
The campaign is part of an ongoing Memorandum of Understanding between Singapore Tourism Board and Airbnb Experiences to inspire future travel to Singapore. The first major international destination marketing campaign launched between Singapore Tourism Board and Airbnb Experiences, it comes as a key step in keeping destination Singapore top-of-mind and urging travelers to reimagine travel experiences before international borders reopen.
The partnership between Singapore Tourism Board and Airbnb Experiences aims to co-promote and grow a range of Experiences hosted by passionate locals, that will create more possibilities for visitors to discover different sides of the country, and showcase everyday Singaporeans and their unique passions. Airbnb Experiences allow Singaporeans to turn their passions into opportunities to earn extra income, while promoting local culture and helping to grow tourism that benefits locals and communities. Last October, both parties launched Singapore Virtual Trips, a first-of-its-kind collection of Online Experiences hosted by locals and key Singapore tourism industry partners.
The partnership also complements Singapore Tourism Board’s SingapoReimagine initiative, which includes international marketing campaigns to showcase how Singapore has reimagined itself in a different light: a destination of possibilities with reinvented experiences, as we seek to welcome back our international travelers when travel resumes.
Christine Chang, Global Head of Supply, Airbnb Experiences, said: “We know travelers are always seeking unique and authentic things to do when they hit the road – and Airbnb Experiences help them do just that. We are delighted to partner with Singapore Tourism Board, Jada, Willow and Gammy to inspire travelers to explore one of the world’s most vibrant destinations. We look forward to continuing to unlock exciting and unique ways to discover Singapore along with its people and passions, whether you’re a first-time visitor or call this city home.”
Singapore Tourism Board Chief Executive Keith Tan shared, “Our partnership with Airbnb Experiences and the Smith Family dives deep into the stories of passionate Singaporeans and uncovers the unique experiences they have to offer. The values that the Smiths believe in – forging human connections through travel, and growing by experiencing diverse cultures – parallel Singapore’s Passion Made Possible brand, which aims to tell authentic stories and showcase the depth of our destination through everyday Singaporeans. As we all work towards the return of international travel, we remain focused on storytelling that shows audiences around the world how Singapore is fundamentally reimagining the travel experience.”
Discover the passion of Singapore through Airbnb Experiences
With Airbnb Experiences, visitors can look forward to unprecedented access to local communities and interests through unique activities run by Hosts across over 1,000 destinations around the world.
The Airbnb platform presents a diverse range of Airbnb Experiences that showcases Singapore’s rich culture, nature, wellness and the arts. To find out more about the exciting Airbnb Experiences hosted by locals in Singapore, check out this dedicated page.
.jpg){kind=tracking}