SIA launches integrated brand campaign for SEA Games

SIA has launched a campaign to celebrate the SEA Games.

As one of the main sponsors for the event, Nicholas Ionides, vice president public affairs of SIA said this was a way for the airline to demonstrate its commitment to local sports, in particular Team Singapore in this year’s SEA Games.

“We recognise the efforts of the athletes, their commitment to their sport and dedication to the country, and wanted to show how SIA supports Team Singapore and the values of the sporting community. Unlike the usual brand or tactical campaigns, this campaign focuses on our support for Team Singapore. It’s about the values the athletes represent – commitment, continual quest for improvement and pursuit of excellence,” said Ionides.

Aside from print and digital executions, the airline will also have several videos running on social media featuring six of the athletes from various sporting arenas. The videos will be rolled out progressively in the lead up to the Games on SIA’s Facebook, Twitter and YouTube pages.

TBWA handled all print executions while Dentsu created the social media videos for the campaign.

Ionides added that the campaign is part of the extension of its sponsorship of this year’s SEA Games. As the official airline partner for the 28th SEA Games, SIA will also be sponsoring Economy Class tickets to Singapore as prizes for promotional activities around the region.

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