SIA Takes Flight with New Luxury Suites

What they hoped to achieve

Singapore Airlines (SIA), known for its luxurious cabins and impeccable on-flight services, is one of the leading aviation companies worldwide. It has established itself as a top-tier airline over the years and was keen to strengthen its position as a luxury airline.

Formulating the strategy

SIA launched new A380 Suites and Business Class & 787-10 Dreamliner Regional Business Class that were targeted at leisure and corporate travellers, as well as trade partners and the general public. To showcase their new products and drive awareness, SPH was approached to formulate a campaign for greater outreach.

SPH decided to leverage on its multiple platforms to reach a large number of audiences.

Media execution

  • Print ads on The Straits Times, Zaobao and The Business Times (FPFC)
  • The SIA roving truck showcase was carried out at 6 locations: Vivocity, Ocean Financial Centre, Tanjong Pagar Centre, ION Orchard, Fusionopolis & Suntec City – Visitors were encouraged to take part in the Spin & Win game and share photos taken on board the trucks via Instagram with the hashtag #siapremiumshowcase
  • Video commercials played on outdoor digital screens at VivoCity and Chevron House
  • Kiss 92 ran 30-second commercials as well as radio adlibs


The campaign was successful, allowing people from all walks of life to try out the luxury Business Class seats. The 12-day outdoor truck activation attracted more than 10,000 visitors alone.

During the social engagement segment, about 400 posts were shared on Instagram with the hashtag #siapremiumshowcase and 188,400 impressions were generated. This campaign drove brand recognition and awareness for SIA, who was impressed with the extra work done by the team such as allowing SIA to showcase their new seats within SPH premises and by providing extensive post-event coverage.