Singapore Airlines hands global social-media business to Dentsu Möbius

Under a two-year contract, Dentsu Möbius will work with SIA to boost the carrier’s global presence on social media.

The pitch reportedly involved close to 10 agencies.

The brand chose the agency for its passion and enthusiasm, fresh way of thinking, and ability to provide full service, James Hawkins, managing director at Dentsu Möbius, told Campaign Asia-Pacific.

“Singapore Airlines is a universally recognised brand, but it doesn’t have significant presence on social media,” he added. “For an airline, social media is particularly important, no matter for marketing communication or customer service.”

As the airline is a global business, the key challenge lies in the different meanings of social media to different markets, he said.

“We are working with the client to build strong presence and advocacy through social media,” Hawkins added. “There are lots of opportunities to communicate with target audiences via multiple touchpoints, such as Instagram and Pinterest, and to really bring the brand into the digital space.”