Silkair’s new brand campaign
Cookies, a warm drink, and little personal touches. these are just
some of the things that can make one’s air journey more enjoyable. With
the spotlight on its personable and warm in-flight service, SilkAir’s
new brand campaign, was launched and this will showcase how the airline
makes its customers feel at home in the air.
Three brand ads take centre stage in this new campaign, targeting
three of SilkAir’s key customer groups the leisure traveller, families
with children and the business traveller.
A departure from the previous ‘SilkAir Explorers’ campaign, which
focused largely on SilkAir’s network of over 40 diverse destinations,
the new ‘Feel At Home in the Air’ campaign will focus on SilkAir’s
affable cabin crew, who make it their mission to provide a high level of
service and go the extra mile for passengers’ comfort.
For the first time ever, the campaign would also be extended beyond
Singapore, to China, India and Indonesia markets.
As part of this campaign, 100 Comfort taxis dressed in the new brand
ads will spread out across Singapore a month from tomorrow. The
interiors of the taxis will also be outfitted with special SilkAir
items, SilkAir airplane-shaped cushions and the airline’s in-flight
magazine, Silkwinds.
A Facebook contest has also been weaved in to further boost the
campaign’s awareness, where both taxi passengers as well as members of
the public could participate. Called the ‘SilkAir Cab Challenge’, the
contest requires participants to answer simple questions about SilkAir
on SilkAir’s Facebook page (www.facebook.com/silkair), using clues found
in and outside of the taxis. Contestants stand a chance to win special
SilkAir merchandise and the grand prize of a pair of tickets to Hanoi -
the latest destination in the airline’s network.
Another component of the outdoor activation involves advertising in
the prominent and busy Dhoby Ghaut MRT station for a period of two
months.
Life-sized versions of the showcasing the little personal touches of
SilkAir’s cabin crew in attending to passengers, will wrap the pillars
and floor of the interchange, conveying to commuters the sense of warmth
they’ll get to experience on SilkAir’s flights.
“We look to these branding initiatives to reinforce our position as
the airline which takes pride in giving service from the heart, where
little gestures can go a long way.
We believe flying should be a memorable experience in itself and this
is where the warmth and hospitality of our staff plays an important
part.
The destination is important, but the journey matters too,” said
SilkAir Chief Executive, Leslie Thng. For more details visit silkair.com.
SilkAir is also now on Facebook. Follow us at www.facebook.com/SilkAir. |