SilkAir adds interactive features to website

Developed in conjunction with interactive agency Blue, which won the SilkAir interactive business last year, the website includes a new booking process, and also allows online check-in.

In addition, the site features new destination information and incorporates an advisor that recommends ideal destinations for customers based on their area of interest.

"They see that online is important both from a brand and a services perspective," explained Blue engagement director Saleem Jumabhoy. "It was important to gather insights from customers since the overall experience starts with deciding where to travel."

The website was planned by conducting interviews with stakeholders, and gauging customer feedback and competitor websites. SilkAir's website had not been updated in several years, while many of its competitors have rolled out improved offerings.

The new website follows SilkAir's announcement of new routes last month, which were accompanied by an above-the-line campaign developed by Ogilvy & Mather.

SilkAir-branded  buses are currently plying Singapore roads, featuring exteriors based on the airline's 26 destinations.

SilkAir has seen a 47 per cent year-on-year increase in passenger volume during the first half of this year.