MEDIA-I: SIA takes off with AOL Time Warner media divisions

<p>Singapore Airlines' (SIA) integrated marketing campaign to promote </p><p>its Chicago services attracted more than 350,000 entries for an online </p><p>competition. </p><p><BR><BR> </p><p>The campaign, run on AOL Time Warner's online, print and broadcast units </p><p>included an SIA micro site, which featured the online contest, two </p><p>advertorial inserts dubbed "Chicago City Guides" in the print titles, </p><p>and an SIA TVC running on CNN International. </p><p><BR><BR> </p><p>The micro site also features an online version of the Chicago City </p><p>guide. </p><p><BR><BR> </p><p>In addition, it offers links to travel information and a Chicago PDA </p><p>Download, which allow visitors to download a guide and map to </p><p>Chicago. </p><p><BR><BR> </p><p>The company also used audio and video features to build on the blues </p><p>appeal of Chicago to promote its service to the US city. SIA also bought </p><p>banner ads on time.com and cnn.com. The campaign was driven by Time, </p><p>Fortune, Asiaweek and CNN International through media planning agency </p><p>CIA. It ran online until last month, and won the best integrated </p><p>campaign at the Revolution Awards. </p><p><BR><BR> </p>

by | 10/12/2001