WBD, Singapore Tourism Board content partnership
October 17, 2022
The Singapore Tourism Board (STB) and Warner Bros. Discovery (WBD) have announced a three-year partnership to collaborate on entertainment and lifestyle content, as well as joint marketing, to spotlight and inspire travel to destination Singapore.
Both parties have signed a Memorandum of Understanding (MoU) to create new content, leveraging WBD’s portfolio of brands and popular franchises. The partnership will present original localised stories spanning a variety of genres – from scripted formats like drama serials and animation, to reality-based productions such as mini-documentaries – to showcase Singapore globally. Both parties will work on joint marketing activations and campaigns.
The partnership will kickstart with HBO Asia Originals series Food Affair with Mark Wiens (pictured), which takes audiences on a gastronomic journey through Singapore’s diverse dining scene.
Keith Tan, Chief Executive, Singapore Tourism Board, said: “We are honoured to collaborate with Warner Bros. Discovery and to tap on their deep expertise in creative storytelling to profile Singapore as a fun and vibrant city. This partnership will create more platforms to engage audiences around the world, which in turn will strengthen Singapore’s position as one of the best cities in the world for visitors and locals.”
Clement Schwebig, President and MD, India, Southeast Asia and Korea, Warner Bros Discovery, added: “Asia provides a rich tapestry for storytelling, and we are pleased to extend our commitment to this through a new strategic partnership with STB. Spanning multiple formats and genres, these original shows will bring to life the people, culture and spirit that make Singapore unique as a destination, delivering impactful stories to local and international audiences through the Warner Bros Discovery network.”
Prior to the MoU, STB and WBD collaborated on international marketing for popular rom-com Crazy Rich Asians in 2018 and HBO’s Westworld Season 3 in Singapore in 2020.