SilkAir attracts business travellers

SilkAir has launched a new campaign that repositions itself as a service-oriented carrier for both business passengers and those on vacation.

The new campaign aims to set itself aside from the airline's past "Explorers" campaigns which focused largely on travellers seeking holidays in low profile Asian destinations such as Lombok in Indonesia or Danang in Vietnam.

With the recently expanded routes, the carrier hopes to now appeal to a wider group such as business travellers.

The new campaign also plays up SilkAir's in-flight service experience. Print visuals focus on experiences that make the journey more pleasurable rather than the destination itself.

The campaign runs on mediums such as out-of-home (OOH), print and online until January next year. Print and OOH ads were handled by JWT while the media agency in charge was Mindshare.

So far, the tactical campaign has already rolled out in China, Indonesia and Thailand. Subsequently, the brand ads will also launch in those markets and in India.

The ads roll out in Singapore tomorrow.

"We believe that the journey isn't remembered by hours and minutes, but by the experiences that filled them," chief executive of SilkAir, Leslie Thng said.

"This campaign brings to life the hospitality and warmth of our staff, which sets our airline apart. The destination is important, but the journey matters, too," he added.

JWT won SilkAir's account in March 2008 after a four-way pitch process.