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SIA launches new interactive website for Premium Economy Class

Singapore Airlines, with the help of TBWA’s Digital A.rts Network (DAN) Singapore, has created a new interactive website for its new Premium Economy Class

This new interactive site allows consumers to experience the new Premium Economy Class without having to step inside the aircraft. The website (, is designed for seamless use on all digital devices and platforms. It extends the Singapore Airlines “world-class experience” online, highlighting the Premium Economy seat in a 360-degree, rolling format and its new technology capabilities.

The website also provides a sneak peak into the new menu and exclusive privileges of the cabin as Singapore Airlines begins the roll out of the new service. The website also allows consumers to seamlessly transition to the booking page for all Premium Economy Class available routes.

“The new Premium Economy Class is a major launch for Singapore Airlines this year,” said Tuomas Peltoniemi, head of digital at DAN Singapore. “To honour the airline’s investment in world-class on-board experiences, DAN Singapore designed an immersive digital experience to showcase the innovative Premium Economy seat, and take customers through the experience in a virtual and visual way.”

Dawn Lee, group account director at TBWASingapore added that the new Premium Economy Class is designed to appeal to a new generation of traveler.

Watch the introduction to the new Premium Economy Class here:


SIA has been placing an increasing importance on its digital marketing capabilities.

Earlier this month, with the help of Dentsu Mobius, its social media agency, SIA also launched the “New SIA Experience” through an Instagram-based puzzle built to engage users and tease them on their new product launch. With the introduction of this game, Singapore Airlines intended to bring a new experience to people through a platform they would least expect it from. The social media campaign is currently still on-going.



Client: Singapore Airlines (SIA)
Agency: TBWA’s Digital Arts Network (DAN) Singapore
Head of Digital: Tuomas Peltoniemi
Project Manager: Shirlyn Lam
Group Account Director: Dawn Lee
Account Directors: Oliver Black, Charlene Wee
Senior Account Manager: Cheryl Wee
Senior Account Executive: Eugene Lim
UX Director: Prentice Matthew
UX Designers: Imelda Sukardi, Christine Thamrin
Tech Leads: Roland Baldovino, Angru Chua, Zac Pow

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