SIA runs recruitment ads created in-house on IG Stories

Singapore Airlines (SIA) has rolled out a series of ads on Instagram to “promote the Singapore Airlines brand as well as feature its staff”, it said. Currently, it is featuring its pilots, but the airline plans to extend this to other ground staff as well. Through a sponsored post on Instagram Stories, the ad plays an animation of a man, pilot Felix Tan, climbing a mountain which then drives the audience to find out more about his adventure scaling great heights. According to SIA, the ads aim to create a story that is eye-catching, engaging and answers the question of “Why care, why share?” The ads were produced in-house.The airline, on a global level, works with creative agency TBWA. TBWA was appointed following a six month pitching process, handled by R3. During the time of appointment,Singapore Airlines senior vice president sales and marketing, Campbell Wilson said as the brand carried out its review, it was clear that its underlying branding approach, consists of the iconic Singapore Girl and an emphasis on customer service as a crucial differentiator. That is what remains current and continues to set the brand apart in the industry.Delving into the airline’s financials for the first quarter of 2019 from April to June, SIA’s parent airline business recorded an increase of SG$51 million in Q1 2019, attributed to the strong passenger traffic growth of 9%. On a year-on-year basis, its revenue grew by SG$250 million driven by a SG$258 million increase in passenger flown revenue. The positive performance comes despite a higher expenditure of SG$199 million, due to rising fuel costs.Overall, the group reported “significant progress” from its two years of transformation efforts. In its third year of the programme, it will continue its focus to enhance products and services, further strengthen revenue-generation capabilities, and improve operational excellence and staff productivity. The strategy, according to the company, is underpinned by a strong drive towards digitalisation.Its financials also reported that SilkAir faced significant losses while Scoot slipped from an operating profit of SG$1 million last year deep into the red. SilkAir was impacted by the grounding of its six 737 MAX 8 aircraft in March this year, after the crash of an Ethiopian airline raised safety concerns. Expenditure rose SG$6 million (+2.5%) primarily due to costs related to the MAX 8 grounding. Meanwhile, Scoot’s operating performance reversed from last year’s operating profit of SG$1 million to a loss of SG$37 million this year. The airline also reduced aircraft utilisation during the period to improve operational resilience, and recorded improvements in its on time performance.