Including TVCs, print, interactive and posters, SIA's offering aims to position the airline's service - on the new A345 plane - around a 'Time to spare' message. SIA's flight takes about 18 hours in each direction, and launched on June 28.
Cathay's first 16-hour New York flight, meanwhile, took off on July 1, using the Airbus 340-600 aircraft. The Hong Kong carrier's campaign consists of local advertising that communicated a 'Pulling out all the stops' message.
TV, print and bus shelters are all being utilised, while the airline's on-ground media strategy will see workmen carrying stop signs through Hong Kong's central business district. Cathay's international print and TV spots place more emphasis on the airline's double-daily proposition.
Batey handled above-the-line and branding duties on SIA's campaign, developing TVCs and print ads that communicated a message of the world becoming a smaller place. In addition, MEC International created the 'Time to spare' message and initiated print and TV solutions in collaboration with CNN International and Time magazine.
For Cathay, McCann-Erickson developed the above-the-line offering, which was complemented by MRM's online work. Universal McCann handled media.
MEC's spots aim to advise viewers as to how they can spend the time they will save.
For CNN's Asia and South Asia feeds, MEC developed three 60-second vignettes featuring three popular New York personalities: the 'Gabby Cabby', chef Romano and Mayor Bloomberg. Each person talks the viewer through 'their' New York.
"The content is based on things that are a little bit different and not the traditional tourist sites," explains MEC International managing partner Connie Chan. "It's also about seeing New York from New Yorkers' point of view-they know the ins and outs and see things in a different light."
Time, meanwhile, produced a foldout sixteen-page poster about New York that appeared in the June 28 issue of its Asean and India editions, along with an eight-page poster about Singapore for its June 21 New York edition.
"What we're doing here is looking at more content-driven messages," says Chan.
SIA also accompanied the new flight with the launch of a microsite, developed by XM Asia-Pacific. Again communicating the time-saving aspects of the flight, the new site gives visitors recommendations for how to use the extra hours.
Site visitors are shown celebrated neighbourhoods and given lists of all the great shopping, dining and cultural attractions in a particular locale. "This site makes the city environment the star of the show," said Joe Zandstra, XM creative director.
Cathay, meanwhile, ran an online contest entitled 'Be the first to know' with CNN, offering participants a chance to win a trip to New York.