Byravee Iyer
Feb 18, 2014

SilkAir’s latest campaign leaves room for more

SINGAPORE - Regional carrier SilkAir has launched a new brand campaign in conjunction with its 25th anniversary and the delivery of the its first Boeing 737-800.

Silk Air is celebrating its 25th anniversary
Silk Air is celebrating its 25th anniversary

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.

Tags

Related Articles

Just Published

1 hour ago

Google is not killing ID solutions, but has ...

The company's overnight announcement that it would not support ID initiatives led to shock and misunderstanding. Industry experts weigh in on what it really means, and what Google's true motivations are.

4 hours ago

Agencies in APAC raced to ready themselves for ...

As clients chased after homebound consumers, agencies rushed to retool their capabilities and reskill their employees to capitalise.

4 hours ago

Former R/GA exec Nicky Bell to lead Facebook ...

She will lead a team of creative strategists across 39 offices who are tasked with helping advertisers improve their messaging across Facebook, Instagram, Messenger, Oculus and WhatsApp.

4 hours ago

Password-strength campaign gets a little personal

A confrontational campaign in Sweden grabs attention by shaming people for their poor password choices.