A Singapore tourism campaign has provided news sites in Malaysia and Australia to demonstrate new native advertising formats.

The island state's tourism board is the first user of Fairfax Media's 'Shorticles' product on Traveller.com.au. Ten articles of 200 words each tap an increasingly popular list format for online content, and are optimised for mobile audiences.

And visitors from neighbouring Malaysia are targetted with a native ad extolling 'Top ten things to do in Singapore' on The Star's website. A line at the end says the content is "brought to you by the Singapore Tourism Board".

Interestingly, it has been flanked on the website by display ads for Adelaide (South Australia) tourism.

STB area director Sharon Lam says the aim to make people realise there's much more to Singapore than chilli crab, Singapore Sling and Singapore Zoo.

"As Traveller.com.au is a priority read for our target Australian audience, we saw 'Shorticles' as great vehicle to help us reach people who have visited Singapore before and those who haven't, by giving them a taste of the hidden quirks, distinctive cultures, vibrant precincts and unique local customs - in an intriguing and highly shareable way."

Fairfax Media custom solutions commercial manager Felix Krueger, says the series is the first of many that will appear across Fairfax websites this year: "This fun and engaging format demonstrates how we develop native advertising solutions for all industries with products aligned to their key audience needs."

Collaborative articles and Brand Discover 'Shorticles' that appear across Fairfax Media brands are labelled 'advertiser content.'