The site — 60years.singaporeair.com — offers a glimpse through various stages of the airline’s history, and allows consumers to share their experiences, view milestones and win tickets. Production was handled by Web Guru Asia.
Significantly, the microsite runs independently of Time Warner’s Time, Fortune and CNN properties — with the media group developing the offering as a value-add, according to Time Asia publishing director Alan Lammin.
“It’s the first time we’ve done something like this, but we do have in-house creative teams whose expertise we can call on,” explained Lammin. “It challenges the individual properties to sit down and look beyond the dedicated properties and their P&L — it’s what we’ve been talking about for a long time. Rather than selling, it’s about forming a partnership.”
While Lammin declined to disclose details of the executions that will roll out on Time, Fortune and CNN, MEC Global Solutions managing director Connie Chan explained that the supporting above-the-line communications would be confined to brand messaging, rather than feature any overt reference to
SIA’s 60th anniversary.
Instead, the microsite, along with various PR and event initiatives, will be relied on to push awareness of the anniversary. “We’ve looked externally at who is really interested, and decided to talk to customers and people who are familiar,” said Chan. The approach contrasts with Cathay Pacific’s 60th anniversary campaign last year, which saw a major media spend across TV, radio, online, outdoor and print (Media, 6 August 2006.)
Meanwhile, Chan sought to downplay the absence of a creative agency in the development of the new site, instead pointing to the decision to run the content on properties outside Time Warner as being of most significance.
“This is really about stretching the boundaries of content creation, and what has changed is the distribution of that content,” said Chan.
