MLA drives A380 buzz

Singapore - MLA Special Events has been appointed to organise Singapore Airlines's (SIA) A380 welcome event following a competitive pitch involving seven agencies, and will work with TBWA on an integrated campaign for the client.

Singapore Airlines's vice president public affairs, Stephen Forshaw said, "Its guest-oriented approach and experience in logistics and event planning was the reason for the selection."

The events agency will be working closely with SIA's agency of record, as TBWA works on an integrated marketing campaign which includes online, print and outdoor ads.

SIA partnered with Ebay recently on a charity auction, held over two weeks which raised over $1.9 million with at least 26 million page hits. Preliminary data analysis revealed internet users from over 160 countries visited the auction pages. It is the largest charity auction Ebay has operated across APAC and is one of the most complex.

The bidding fervor culminates in the welcome event with the first flights departing on the 25^th Oct and returning on the 26^th.