Can SilkAir differentiate itself?

Traditionally in the shadows of its parent company Singapore Airlines, this year marks a big year for SilkAir as it celebrates its 25th anniversary and breaks out with a new brand campaign.The airline has over the years established itself as the regional arm of Singapore Airlines flying to over 45 destinations in 12 countries. Recently it also added destinations such as Semarang, Makassar and Yogyakarta to its list. However with the sky wars heating up and numerous low cost carriers also flying to similar destinations, Marketing caught up with SilkAir’s VP Commercial Ryan Pua to find out if he is feeling the heat.Pua said the rapid changes and tactics in the airline industry is keeping him busy.For instance, the marketing gimmicks from his competition.“Often, the marketing collaterals promoting these low cost carrier flights focus on low fares as their marketing tactic,” Pua said. But the strategy is not always an honest one, he says.While a consumer might start off with zero dollar fares, for example, the final amount may not be the same.“What these low cost carriers have done, in terms of marketing, is that they are not offering the whole package to the consumer,” he said. That’s where SilkAir is seeing its opportunity. Its new branding campaign is intended at shifting the focus from fares to products.“We want to say we have been here for 25 years, and all along we have been giving our customers the full service carrier price, nothing more nothing less. We advertise everything in our pricing and for the price you get all this full service.”The quiet brotherUnlike its newer counterpart Scoot, which has done all in its power to step out of SIA’s shadows, SilkAir still leverages on various benefits that keeps its ties strong.While some might argue that between SIA and Scoot, SilkAir’s brand personality might be a little lost, Pua argues that to be a little understated and quiet is ultimately part of the brand’s personality.“We don’t see as a need to be as loud as the other carriers. We want the SilkAir brand to be warm and reliable. We want to be known for being around for 25 years and that we are a joy to fly.”The final objective for SilkAir is to build its brand and bringing the romance back into flying, which has today become a “transactional” experience.Agency loveLast year, SilkAir shifted its account after a five year relationship with JWT and handed the account to DDB. It also recently moved its digital account from Mindshare to Tribal DDB. Already seven months into the job with several new agencies on his hands, Marketing asked Pua what he thinks drives a good relationship.He appreciates an agency which is able to be candid. “The agency cannot just be presenting what we want to hear,” he explains.“The agency needs to give us ideas on certain aspects and that is why we appoint agencies - Because we have blind spots. A frank exchange of ideas will be good for any relationship,” added Pua.