Titled ‘Joy of Flying’, the campaign aims to highlight how the airline caters to its fliers. The campaign showcases a visual display of a range of benefits, including 30kg and 40kg baggage allowance for economy and business class respectively, inflight meals, reliable flight schedule, the KrisFlyer frequent flyer programme and through check-in service. Additionally, it talks about a wireless inflight entertainment system that will be rolled out in the coming months.
SilkAir is also giving a print, outdoor and digital push, with ad copy lines such as ‘It’s a joy to fly to 47 Asia-Pacific destinations’ and ‘Making every journey worth its while’.
According to a spokesperson for DDB, the agency kept it simple, clean and elegant, using SilkAir's colour, style and logo. "The idea was to create a stand-out brand campaign that communicates the positioning of its full-service offerings."
The campaign is a far cry from some of the past campaigns SilkAir has done and doesn’t really go beyond explaining the functional benefits of the airline. DDB, which won the account in March 2013, is behind the campaign.
To mark the launch of the campaign, SilkAir will also hold an online contest where fans can either visit silkair.com/ajoytofly or scan the QR code located below a facade of aircraft windows on the City Hall MRT platform to stand a chance to fly on SilkAir’s new Boeing planes. The contest closes on 13 March 2014.