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 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.


Related Articles

Just Published

5 hours ago

Why streaming services should consider product ...

The managing director at Hylink makes a case for a more traditional tactic of product placement over ad-based marketing.

5 hours ago

Women to Watch 2022: Carbo Yu, Sinclair

Leading the APAC growth strategy for PR agency Sinclair, Yu's determination and business prowess have helped her to achieve year-on-year revenue growth.

5 hours ago

'Legacy brands must constantly innovate to stay ...

The 112-year-old French beauty giant has bounced back to pre-pandemic level sales while the SAPMENA region will be the key 'growth engine' for its future, according to its consumer products division general manager.

5 hours ago

How should marketers approach the Qatar World Cup?

With rising global inflation and economic uncertainty, Campaign explores the opportunities and challenges facing brands as one of the busiest times of the year collides with a major sporting event.