Silkair’s new brand campaign embraces the joy of flying

Wednesday, 19 February 2014 00:21 - - {{hitsCtrl.values.hits}}

SilkAir, the regional wing of Singapore Airlines, has launched a new brand campaign that looks to rekindle the joy of flying. Moving away from the idea of travel as being purely transactional, the campaign focuses on how Asia’s most awarded regional carrier creates journeys worth taking by offering customers a seamless and enjoyable travel experience at all times. From check-in to touch down, the full-service carrier caters to the needs of the well-travelled global customer, providing comfort and convenience to those looking to explore Asia’s newest frontiers. Titled ‘A Joy to Fly’, the campaign redefines true value for the discerning traveller, emphasising and bringing to life the many benefits that SilkAir offers through a set of distinctive icons that feature across all the ads. Having established its personable and warm in-flight service in its previous campaign ‘Feel at Home in the Air’, SilkAir aims to further differentiate itself and cement its positioning as a full-service carrier.

The new regional campaign presents a visual display of a range of these benefits, including 30kg and 40kg baggage allowance for Economy and Business class respectively, inflight meals, reliable flight schedule, the KrisFlyer frequent flyer programme and through check-in service. Additionally, a wireless inflight entertainment system that is currently on trial will progressively be rolled out from Q2 2014. This new system will allow for free wireless streaming of blockbuster hits, short features as well as chart-topping music to customers’ laptops and personal handheld devices, keeping them entertained throughout the flight. “SilkAir has always endeavoured to deliver a flying experience that is enjoyable and assuring, by placing our customers’ needs at the forefront of our product offerings. With the aim of celebrating the joy of flying, our new campaign is a reflection of the commitment and effort that goes into ensuring that every single detail – from the check-in process to entertainment and meals on-board – makes it a joy for customers to fly with SilkAir,” said SilkAir’s Vice President, Commercial, Ryan Pua. Beyond functional benefits, the campaign also illustrates the joy of flying by highlighting SilkAir’s extensive network of 471 exotic destinations around the region, as well as the seamless connectivity between Singapore Airlines and SilkAir that customers can enjoy. Created in conjunction with SilkAir’s 25th anniversary and the delivery of the Airline’s first Boeing 737-800, the campaign is set to run on print, out-of-home and digital platforms. The advertisements are currently on display at City Hall MRT station platforms. To mark the launch of the campaign, SilkAir will also hold an online contest where fans can either visit silkair.com/ajoytofly or scan the QR code located below each aircraft window on the City Hall MRT platform to stand a chance to fly to their dream destination on SilkAir’s new Boeing planes by voting for their top 3 dream destinations. The contest closes on 13 March 2014, with 12 Economy Class return tickets up for grabs. On top of dressing the Airline’s first Boeing 737-800 in a specially designed livery to commemorate its silver anniversary, SilkAir will also be rewarding its customers with special promotional deals later this month, with 250,000 tickets made available at special rates for customers in Singapore and across the region. As the regional wing of Singapore Airlines, SilkAir operates the Singapore Airlines Group’s narrowbody fleet and extends the Group network by seeding and developing new, exciting destinations in Asia Pacific. The airline took to the skies in February 1989 as Tradewinds the Airline, before evolving into SilkAir in 1992. In its early days, the airline catered to passengers holidaying in exotic destinations in the region, including Phuket and Tioman. As the carrier developed, regional business destinations such as Phnom Penh, Yangon and Kuala Lumpur were added. Today, the full service airline operates more than 350 weekly flights to 45 destinations in 12 countries. Recent additions to the network include Semarang (July 2013), Makassar (August 2013) and Yogyakarta (November 2013). The airline currently has a fleet of 24 Airbus aircraft, comprising 6 A319s and 18 A320s and has just taken delivery of its first Boeing 737-800 aircraft in early February. In August 2012, the airline announced the largest order in its history of up to 68 Boeing 737 aircraft, with firm orders comprising 23 Boeing 737-800s and 31 Boeing 737 MAX 8s.