SilkAir takes to the road to promote service

<P>Low-cost carrier SilkAir has introduced new land-locked 'routes' highlight-ing the quality of its in-flight services for the benefit of potential passengers. </P> <P>Conceptualised by Ogilvy & Mather, the two-year-old subsidiary of Singapore Airlines will be transforming double-decker buses into virtual SilkAir cabins to offer potential consumers the in-flight experience without leaving the country. </P> <P>Running along existing routes, the buses will undergo a complete transformation to depict the aircraft's livery, with finer details that include flight attendants, refreshment service, cushions and a selection of daily newspapers. </P> <P>As standing room is not an option on board, the buses are prepared to enforce the maximum permitted capacity of 40 seated passengers. </P> <P>The ambient activity will be complemented by a radio-driven competition for free vacation packages. <BR>According to Renu Nair, manager of public affairs, SilkAir, the airline opted to leverage service as its key differentiator amongst growing competition in the low-cost carrier category. </P> <P>"We invested in our product and service at a time when new entrants were cutting back on frills, and have engaged in more effective branding and marketing activities," Nair said. "Ours really is a different proposition in that we have a business class and we really are aiming at a different part of the market." </P> <P>Renu added that the airline has experienced a 47 per cent increase in passenger volume during the first half of this year, compared to the same period last year. </P> <P>"The emergence of budget airlines has only helped towards strengthening our branding and product positioning, with our customers having a greater appreciation for our product and service quality against the competition," she said.</P> <P> </P>