SIA’s new flight to Stockholm


To announce and promote Singapore Airlines's (SIA) new flight to Stockholm in an effective and engaging manner.


To meet this objective,  SIA engaged the audience with an online scrapbook contest related to the Swedish capital. The airline used a clever creative buy in The Straits Times to draw the audience’s attention to the contest and encourage participation. A first for the newspaper and in Singapore, the creative buy comprised a vertical 54cm x 1 col strip ad teaser and a consecutive full page that continues the story. The teaser invites the reader to fold the ad onto the following page to unveil 'Stockholm In Four Seasons' (the theme of the contest). As the ad is folded, it forms the complete the full picture of Gamla Stan an iconic building in Stockholm, which is presented in four vibrant vertical strips that convey the must-do activities and must-see attractions in spring, summer, autumn and winter.


The eye-catching creative buy drew traffic to the online contest and boosted the number of entries. It also generated increased awareness about the new flight route.