SIA runs campaign in 15 markets urging consumers to 'travel like never before'

Singapore Airlines (SIA) has launched its “Travel like never before” campaign across 15 markets including Australia, UK, Germany, India, Malaysia and USA. Leveraging the use of online touchpoints to reach audiences, the 30 seconds film runs across key social and digital platforms and will feature social extensions and partnerships with influencers from around the world.   

The film takes viewers through relatable new travel behaviours – from satisfying one’s passion to treating oneself with premium flying experiences, to finding opportunities to merge business and leisure travel. Filmed in the Airbus A380, it features all three premium classes offered (Premium Economy Class, Business Class and Suites) and the airline’s brand icon; the Singapore Girl.  

The film will run across YouTube, Facebook and Instagram. Names of the influencers will be released in due course. Lau Hui Ling, general manager brand marketing of Singapore Airlines said with the launch of the campaign, the brand is thrilled to feature the Singapore Airlines premium travel experience, and how customers can rediscover the world. “As the airline that enables travel beyond the ordinary, we hope to inspire our customers to begin their travel journey with us,” said Lau.

The campaign comes on the back of reports by Google APAC which outline ‘revenge travel’ is here to stay with 75% of respondents keen to travel as much as possible in the near future.  Meanwhile, 30% to 60% of people in key APAC markets are travelling and spending more as compared to pre-COVID times. Currently, 98% of travellers are using online touchpoints for their research and purchases, with 56% of them using video touchpoints in their travel journey i.e. YouTube, TikTok, Instagram and other streaming services.

“Earlier this year, we saw a creative opportunity for SIA to respond to the travel revenge trend – photos and videos of airplane window views are re-appearing on all our social feeds, evidencing the thrill of flying has finally returned. This was the sentiment we wanted to recreate with the campaign,” said Eleni Sardi, group brand director of TBWA\Singapore.

“We’ve seen travellers’ new behaviours of travelling bigger, splurging on their travels, and staying longer, to ensure the best travel experience will be created which they’ve missed for a long time – it felt right to do that with SIA,” said Loo Yong Ping, deputy executive creative director of TBWA\Singapore. 

In YouGov’s Recommended Rankings this year, Singapore Airlines has retained its title as the Most Recommended Brand in Singapore (2021-2022), with 86.6% of its consumers recommending it to others this year. Just earlier this month, the SIA Group also announced their highest half year and quarterly operating profit (FY2022/23) in history and largely attributed their record financial performance to the Group’s several fast off the block initiatives, apart from the strong demand for travel with the easing of restrictions.  

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