A tender has been sent to selected 4As agencies, with a briefing session to be held on 3 December. The winner will initially be awarded a two-year contract, starting 1 April next year.
According to the briefing document, the client wants pitch contenders to demonstrate how SilkAir can become "the top of mind brand for regional travel", and how SilkAir can be further developed into a regional brand.
According to the briefing document, the client wants pitch contenders to demonstrate how SilkAir can become "the top of mind brand for regional travel", and how SilkAir can be further developed into a regional brand.
Agencies have also been tasked to suggest ways to drive sales through traditional and direct channels, including silkair.com, and propose a media strategy to execute tactical and brand campaigns.
Ogilvy, which will defend the business, created the "Where the world unwinds" positioning in 2002, and the "You never forget a SilkAir holiday" campaigns which launched last year.
