SIA welcomes fans back to air travel with first global campaign since pandemic

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Singapore Airlines (SIA) has launched its new brand campaign, We Look Forward to Seeing You in the Air Again, to welcome customers back to air travel. According to an SIA spokesperson, this will be SIA’s first global strategic campaign since the pandemic started, and will last for approximately one month. TBWA\ and PHD were involved in the video.

The campaign will be marketed through online and international broadcast channels, print advertisements, and OOH activations. SIA declined to disclose the monetary value and the expected ROI of the campaign.

The video follows a group of travellers at various stages of the trip from their home to the aircraft. They levitate as they make their way to the airport, embodying the ease of navigating the new and reimagined customer journey. The weight of restrictions lifts from their shoulders as they float through the airport. The video then ends with the travellers comfortably settled in their aircraft seat, once again experiencing SIA's service and looking forward to the joy of flying to their destination. The video also features elements from SIA's new sonic signature, the Sound of Singapore Airlines, which was based on the airline's new batik motif.

According to a statement by SIA, the campaign comes as a promise to customers that they will continue to enjoy an enhanced travel experience with the airline, despite the changes brought about by COVID-19. The campaign also aims to assure customers that it has introduced a suite of health and safety initiatives with their safety and well-being in mind, alluding to the airline's efforts to provide a seamless customer experience, especially when travelling in the new normal.

Additionally, SIA's spokesperson said that the campaign also reflects the airline's confidence about the future of air travel. "The fundamental importance of air travel remains unchanged despite COVID-19. The direct correlation between air travel, economic growth, and job creation is clear and established," the spokesperson added.

Lau Hui Ling, general manager of brand and marketing at SIA, said that while there is understandable excitement about the long-awaited reopening of international borders - with many of its customers beginning to make travel plans once again - it understands that some may still be concerned about the in-flight and on-ground experience. "With this video, we hope to reassure our customers that their well-being is our utmost priority, and that we significantly enhanced the travel journey with their comfort in mind," she added.

SIA declined to disclose its marketing plans for 2022 but told MARKETING-INTERACTIVE that it will continue to communicate relevant information to its customers to help assure and assist them to navigate travel in the new norm.

Separately, in addition to its sonic branding, SIA also created a signature scent known as Batik Flora by Singapore Airlines. Done in partnership with Singapore artisanal perfume label, Scent by SIX, the signature scent is known as Batik Flora by Singapore Airlines and includes floral notes from six flowers in SIA's batik motif: aquatic ginger, common dianella, seashore purslane, simpoh lak, utania nervosa, and white kopsia.

Additionally, it beefed up its local content offering on flights by collaborating with local media production and distributor companies such as Encore Inflight, Mediacorp and mm2 Entertainment. As part of the partnership, an even wider array of Singapore-produced movies, documentaries, TV series, music and podcasts have been made available on KrisWorld. It also launched a Hawker Culture Promotion initiative featuring several leading Singaporean hawker brands including Boon Tong Kee’s Chicken Rice, and Bismillah Biryani Restaurant’s Chicken Dum Biryani. These partnerships will supplement the signature local dishes such as bak chor mee, laksa, mee siam, and nasi lemak that are currently available as part of SIA's local fare programme.

Separately, SIA also broadened its offerings with a digital travel experiences platform named Pelago to connect consumers to global and local cultures through at-destination experiences. There are currently more than 200 curated experiences on Pelago and each of them are carefully curated to meet the needs of consumers in Asia Pacific, from group types such as singles, families and couples.

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