SIA shakes things up with new content marketing series 'Cocktail Conversations'

Singapore Airlines (SIA) has launched a new content series featuring interviews with unique personalities that have passed through the SilverKris Lounge at Changi Airport Terminal 3.

Titled Cocktail Conversations, each episode in the series stars a different guest who will share their craft and travel preferences through rapid fire questions from Singaporean artiste Hossan Leong to HONNE. Each guest will also have a bespoke cocktail created and named after them.

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“Singapore Airlines is known for its warm Asian hospitality and Cocktail Conversations is reflective of this. In the series, guests are invited to our flagship SilverKris Lounge in Singapore, to experience bespoke cocktails specially created for them based on their personal preferences,” said Lau Hui Ling, general manager brand & marketing from Singapore Airlines.

The campaign is created in collaboration with TBWA\Singapore and PHD Media. Set in the Crystal Bar of the SilverKris Lounge, the first three episodes are already available on Singapore Airlines’ YouTube channel and KrisWorld in-flight entertainment system. More episodes will be released in the coming months.

Yong Ping Loo, deputy executive creative director from TBWA\Singapore, also added, “This neat twist on an everyday interview was inspired by Singapore’s cultural makeup– much like a well-made cocktail. Our idea was not only to introduce SIA’s Crystal Bar, but also provide a new experience to viewers and guests featured.”

Episode 1 – featuring Hossan Leong (Singaporean stage and screen actor, television host,radio deejay and comedian) and his Leong Island Tea.

Episode 2 – featuring Matt Moran (Australian restaurateur and SIA International Culinary Panel chef) and his Matt-hattan.

Episode 3 – featuring HONNE (English electronic music duo James Hatcher and AndyClutterbuck, most known for their songs ‘Location Unknown’, ‘No Song Without You’ and ‘Day 1’), and their beverages, No Place Like HONNE and Coming HONNE.

Recently, SIA appeared in the news for the quality of the food served on its flights. Singapore Airlines has long been lauded for serving up good quality meals on its flights regardless of the class that a passenger is sitting in. However, recently, the food on SIA has been a hot topic of discussion amongst netizens after a Reddit user took to the social media site to post two photos of some of the meals being served on Economy class. In the post, the user asked if the quality of food in SIA's Economy class has been downgraded. 

Additionally, many netizens commented on how food onboard SIA was now served on disposable serviceware instead of its typical casserole dish that frequent fliers would be familiar with. In fact, just last month, SIA's trial-run of all-new service ware stirred up mixed responses with some saying that the paper serviceware does not spell premium and others calling it cheap looking.

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