Singapore Airlines

Challenge

Wellington, Dusseldorf, Dubai, Stockholm and a handful of cities in China are part of a set of lesser-known destinations that Singapore Airlines flies to directly. The brand wanted to raise awareness for these flights and build genuine interest in the destinations themselves.

Approach

Over a nine-month campaign we built content and media around each city, leading with what makes the destination worth the trip and tying it back to the convenience of flying direct.

Execution

• 01Nine-month digital campaign across owned and paid channels
• 02Destination storytelling for each route
• 03Content production tuned to a premium brand standard
• 04Always-on social to maintain interest between campaign bursts
• 05Performance tracking on awareness and route consideration

Outcome

A sustained run of brand and destination content that raised awareness for the routes and gave the airline a content library it could continue to use after launch.