JWT creates engaging experience of undiscovered Asia for Silk Air

"For on-ground activation, we have featured life-sized journals of Kathmandu and Kochi - two destinations on Silk Air's routes that are unique in themselves and may not be the most commonly picked travel spots," said Adela Andrei, account manager at JWT Singapore. The journals are interactive containing trinkets, memoirs, souveniers and stories.

"We have also included a talent camouflaged in the journal which moves things around, adding to the interaction and realism. There’s also traditional Nepalese music that adds to the entire ambience," added Peter Cheung, regional management director at JWT Singapore.

The idea is to encourage interaction as more and more people prefer personal recommendations for holidays and trips. "The aim was to support the notion that Silk Air helps you uncover the insights into undiscovered Asia – revealing those golden nuggets that make a holiday something special and therefore supporting the brand idea," said Andrei.

"Silk Air is not a low cost carrier and neither is it the national carrier. We wanted to profile its identity as a destination-oriented airline which offers unique travel experiences. At the same time, we didn't want to show just the images of the destinations, but instead create interactivity and our efforts were aimed towards this objective," concludes Cheung.

Credits

Creative Group Head: Minzie Liyu / Chaya Kusuma
Art Director: Minzie Liyu / Mo Chong / Karan Dang
Copywriter: Chaya Kusuma / Kenneth Chia
Planner: Gino Borromeo
Producer: Sandra Ong
Account Executive(s): Peter Cheung / Adela Andrei / Cheese Lim
Photographer: Teo Studio
Post-Production: Nelson Digital Imaging
Digital Agency: XM Singapore
Events company: 1Werks