Andaz Singapore: Turning Travel Into a Reality Story Hunt

The brief

Andaz Singapore wanted to reposition itself not just as a stopover hotel, but as a destination where travelers could stay longer and immerse themselves in Singapore’s authentic neighborhoods. The challenge: travelers are increasingly seeking unique, human stories over generic sightseeing lists, and the brand needed a campaign that dramatized this discovery in a way that was both entertaining and scalable.

What we built

UNCANNY created the Authentically Local Story Hunt, a reality-TV-inspired campaign designed to uncover hidden stories across five of Singapore’s most iconic neighborhoods. We cast three duos from the USA, UK, and Australia, sending them on a race to discover local gems by hunting QR codes scattered through the city. Each episode spotlighted not just places, but the people and narratives that give Singapore its character, driving viewers to sgstoryhunt.com, where they could join the hunt themselves through an interactive map and win exclusive Andaz prizes.

To deliver this at speed and scale, UNCANNY embedded our AI-powered production planning systems into the campaign workflow. Automated scheduling, location mapping, and content tagging enabled us to plan reality-style shoots with precision and efficiency, reducing logistical overhead while ensuring we could capture multiple story arcs in parallel. Our automated content adaptation pipelines then re-versioned assets for social, web, and in-hotel channels, so every touchpoint reinforced the same narrative.

Results

Reality TV-style storytelling works particularly well in hospitality and tourism because it blurs the line between advertising and entertainment: viewers feel like they’re following a journey, not watching a promotion. For Andaz, this translated into a campaign that was immersive, participatory, and rooted in cultural authenticity and positioning the hotel as a gateway to Singapore’s real stories, not just its skyline.