SilkAir unveils hospitality-themed campaign; Pushes consumer engagement

The new positioning differs from the campaign the airline released last year, titled “explorers”, which targeted outbound leisure travellers. 

The latest series of print ads puts the hospitality crew front and center, focusing on the consumer experience.

SilkAir is undergoing its biggest expansion in two decades, which will see it fly to new destinations including China, India, Vietnam and Australia. Naturally, both the brand and tactical campaigns will get a thrust in these markets. 

Within Singapore, the campaign, which breaks tomorrow, will run across publications like The Straits Times, Today and magazines including Food & Travel, Escape and Young Parents. In addition to the print campaign, there will also be significant outdoor and online activation, but no television.

“This campaign underscores how SilkAir passengers won’t remember how long the journey took, they’ll remember how SilkAir made them like special guests in their own homes,” said Jun Fukawa, the chief creative officer of JWT Singapore, the company’s creative agency.

Additionally, Silk Air's media agency Mindshare has launched what it calls the "SilkAir Cab Challenge" where SilkAir Facebook fans and the riders of 100 SilkAir branded cabs to answer questions through Facebook mobile. QR codes will help drive this. At stake for winners are tickets to Hanoi. 

“This engagement is just one part of a bigger content plan for SilkAir," said Chen Sands, head of social media at Mindshare. "We have been seeding and generating anticipation of the brand campaign launch with fans for weeks now, and there is more to come after the taxi media is finished."

Credits

Agency JWT
Advertisor Silk Air
Creative Director Jun Fukawa
Senior Art Director Laurent Pastorelli
Creative Director Khalid Chaudhari
Regional Mangement Director Peter Cheung
Senior Account Manager Adela Andrei
Senior Account Executive Joan Low