Singapore Airlines signs major sponsorship deal with Discovery

The deal, brokered by MEC Access, includes extensive online presence via a co-branded microsite which is hosting regular competitions to win travel to a number of Singapore Airlines destinations throughout 2011.

Channel sponsorship commences on 7 January and runs for 12 months. Also included are 20-second commercial vignettes promoting the airline's luxury on-board private suites with beds, wardrobes, entertainment centre and a Kris World ‘Book the Cook’ gourmet dining service. These will be aired in the UK and Germany.

The deal sees Singapore Airlines become a major partner for Discovery’s flagship channel in the UK, as well as the first major commercial partner for Discovery’s UK and Ireland website.

The campaign will also feature a range of sponsorship bumpers, with each creative execution including a range of fun facts about Singapore Airlines' iconic Airbus A380 passenger jet.

Tony Lusk, sales and marketing manager for UK and Ireland at Singapore Airlines, said, “Singapore Airlines is a proud partner of this new venture with Discovery Networks and is excited to be facilitating new opportunities as the channel’s first ever major partner. Our two brands are a natural fit, sharing some core values, including the importance of harnessing the latest technologies for the benefit of our customers – providing an unforgettable experience whether exploring the world on a Singapore Airlines plane or via television.”

Jane Reynolds, brand solutions manager at Discovery Networks described the deal as an exciting first for their flagship channel and added that the partnership will extend across the Discovery platforms with a range of creative executions.