SilkAir’s latest marketing blitz

SilkAir, the regional wing of Singapore Airlines, has launched a new brand campaign promoting the joy of flying.

Moving away from the idea of travel as being purely transactional, the campaign focuses on how the regional carrier creates enjoyable journeys.

Titled ‘A Joy to Fly’, the campaign aims to emphasise on the benefits that SilkAir flights offer. The ads were created in conjunction with SilkAir’s 25th anniversary and the delivery of the airline’s first Boeing 737-800 plane. The campaign runs in markets such as China, India, Indonesia and Singapore and is said to be on going with no time frame slated.

It runs on print, OOH and digital platforms. The advertisements are currently on display at City Hall MRT station platforms. The campaign presents a visual display of benefits such as baggage allowance, inflight meals, reliable flight schedule, the KrisFlyer frequent flyer programme and through check-in service. It also highlights SilkAir’s extensive network of destinations around the region, as well as the connectivity between Singapore Airlines and SilkAir that customers can enjoy.

SilkAir is also holding an online contest where fans can either visit the website or scan the QR code located on ads to win tickets on SilkAir’s new Boeing planes. DDB was the creative agency behind the campaign while OMD handled the media buys. Both agencies were appointed early last year.

Check out the ads here:

Having established its personable and warm in-flight service in its previous campaign ‘Feel at Home in the Air’, SilkAir aims to further differentiate itself and cement its positioning as a full-service carrier. The  campaign, created by JWT, positioned itself as a service-oriented carrier for both business passengers and those on vacation.

Prior to that it launched the “Explorers” campaign which focused largely on travellers seeking holidays in low profile Asian destinations such as Lombok in Indonesia or Danang in Vietnam.

“SilkAir has always endeavoured to deliver a flying experience that is enjoyable and assuring by placing our customers’ needs at the forefront of our product offerings. With the aim of celebrating the joy of flying, our new campaign is a reflection of the commitment and effort that goes into ensuring that every single detail – from the check-in process to entertainment and meals on-board – makes it a joy for customers to fly with SilkAir,” SilkAir’s vice president, commercial, Ryan Pua said.

Additionally, a wireless inflight entertainment system that is currently on trial for the airline will be rolled out from the second quarter 2014, said SilkAir in a statement to the press.

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