SilkAir, JCDecaux take to the streets

Singapore - SilkAir together with JCDecaux have launched an O&M-conceptualised outdoor campaign to promote SilkAir's various getaway destinations among PMEBs.

The campaign, leveraging on JCDecaux's Streetside network, launched on 4 July and will last four weeks.

Three bus shelters located near Orchard Emerald, The Heeren and Lucky Plaza will carry images of attractions and activities of SilkAir's 27 exotic destinations.

 In addition, the bus shelters, themed ‘You will never forget a SilkAir holiday' will be dressed distinctly in SilkAir's corporate colours of green, blue and white. SilkAir ran a similar campaign via TV and print last year.

"With JCDecaux's ownership of media space along the entertainment and dining district of Orchard Road, it was an obvious choice for SilkAir to turn to JCDecaux as their out-of-home partner," Madeline Chan, group account director at Ogilvy and Mather said.

Mindshare Singapore handled the media buying and planning duties for this campaign.