SilkAir says get out more

Singapore - SilkAir has launched a JWT Singapore-created campaign to help the airline better position itself as a full-service regional carrier able to fly to exotic Asian destinations such as Angkor Wat in Cambodia.

The Angkor Wat creative, for example, features the copy 'He who thinks the world has only ten wonders needs to get out more often.' According to group account director of SilkAir for JWT, Peter Cheung, the campaign does not overtly sell seats, luggage allowance or any of the other things that are to be expected of a full-service airline, but the tone reinforces why SilkAir journeys are special - be it the on-board experience or any of the 29 destinations it covers.

The campaign will initially focus on print and some radio, and will also be seen on broadcast media, OOH as well as ambient and guerilla elements at a later stage. SilkAir's latest campaign also aims to differentiate itself from budget carriers -- a reaction to the public's perception that it's a no-frills airline.

"We believe this campaign not only raises awareness of the different destinations we're proud to champion, but refines more clearly our full service image as we position ourselves in an increasingly competitive market," Renu Nair, media and marketing communications manager for SilkAir, said.