Singapore – Hyatt’s hotel concept chain Andaz in Singapore has launched a digital treasure hunt map called ‘The Authentically Local Story Hunt’ which invites guests to embrace the role of story hunters and gain fresh perspectives while exploring the vibrant neighbourhoods in and around the hotel.
Conceptualised alongside local creative and production studio UNCANNY, the campaign motivates participants to transition from being mere tourists to embracing the identity of a local, inviting them to extend their stay and immerse themselves in the vibrant tapestry of Singapore.
Participants in this captivating adventure can engage in the hunt by accessing the story hunt digital map on their mobile devices and venturing to curated venues scattered across the city. These venues are marked by distinctive red dots featuring QR codes.
By scanning these codes, they unlock captivating tales revealing the hidden gems of the locale, intricately woven into Singapore’s rich cultural tapestry. Additionally, they have the opportunity to indulge in exclusive offers provided by the venues through the digital map
To kick off this exciting campaign, the hotel has extended invitations to three pairs of Story Hunters hailing from the United States, the United Kingdom, and Australia. They will embark on their adventure across five carefully chosen local neighbourhoods: Joo Chiat, Kampong Glam, Marina Bay, Chinatown, and Little India.
Moreover, the adventure will be chronicled in a five-part video series, featuring the Story Hunters along with the commentary of host and local personality, Rosalyn Lee. The video series will be shared on the Story Hunt website and YouTube channel throughout the campaign period, inspiring interested viewers to follow their escapades and witness the charm of the local cultures through their eyes.
Federica Brugnara, executive assistant manager for sales and marketing at Andaz Singapore, said, “Launching the campaign has been a meaningful endeavor for the hotel associates as it represents our commitment to shaping a transformative guest experience and contributing to the vibrant tapestry of Singapore’s tourism.”
She added, “By inviting both locals and global visitors to participate on the story hunt, we encourage deeper connection with the city’s rich cultural heritage and neighborhoods. The campaign extends beyond hotel marketing. It also celebrates the authentic stories that make the city unique. It’s an invitation to explore beyond the familiar, to challenge preconceptions, and to embrace the soul of the little red dot.”
Meanwhile, Qi Hao Shum, co-founder and creative Lead of UNCANNY said, “Together with the wonderful team at Andaz Singapore we conceptualised and produced the #AuthenticallyLocal Story Hunt, an integrated campaign that highlights Andaz Singapore’s position as the perfect place to base yourself to explore the hidden stories that make Singapore an amazing tourist destination.
He added, “The campaign culminates in a digital experience that invites tourists and the public to participate in the Story Hunt themselves and explore the nooks and crannies of Singapore that make the island a one-of-a-kind destination.”
Lastly, Yu Chin Han, co-founder of UNCANNY, added, “This work has been a labour of love for our entire team, creating it has been a wonderful reminder of all the unique & diverse experiences that has made me proud to call Singapore home.”