Can a dose of old-fashioned matchmaking sell a destination?
Singapore’s tourism board is betting it might, inviting US-based singles to be paired by “aunties” for a chance to win a four-night trip in a campaign marketers see as an attempt to soften the city state’s reputation for efficiency and order with a touch of warmth and human connection.
Comedian Atsuko Okatsuka, Singaporean actress Tan Kheng Hua and astrologer-matchmaker Aliza Kelly have been chosen to front the “Aunties, Not Algorithms” campaign, which will be accepting applications from singles across the United States until March 13 via a dedicated website.
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In Singapore, “auntie” is a widely used affectionate term for an older woman who is seen as outspoken and often keenly interested in others’ lives.
Selected participants will receive round-trip flights to Singapore, a four-night stay in one of the country’s top hotels, a cooking class with Michelin-starred chef Malcolm Lee and some spending money.
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