Marketing Featured Southeast Asia

SIA’s Scoot names BCW as PR agency in SG

Singapore – Scoot, the low-cost airline subsidiary of Singapore Airlines, has named global communications agency BCW as its public relation agency partner in Singapore, following a closed-door competitive presentation process.

Through the mandate win, BCW will work with Scoot to raise awareness of the brand and reputation in the market, along with the safe and gradual resumption of international air travel.

For Cindy Lim, market leader at BCW Singapore, they are excited to work with the airline, noting that Scoot has been a household name and an ‘innovation-driven, youthful’ brand, one that invokes a sense of adventure.

“Singapore is, and will continue to be, a critical hub for both travel and tourism and strategic communications in Asia-Pacific, and our focus will be on leveraging our earned-plus capabilities to reach people wherever they are for Scoot as it enters its next phase of growth,” Lim stated.

Meanwhile, Agatha Yap, director for communication, brand and marketing, market partnerships and loyalty at Scoot, commented that Lim’s team immediately won them over with their understanding of the industry, clarity of thought and creative energy. She further added that they are excited to be partnering with them on their corporate communications efforts in Singapore.

“We believe passengers’ urge to travel is alive and well. Post-pandemic, we are confident Scoot’s strong value proposition, coupled with an innovative, safe and Scootitude-fuelled travel experience, will meet the demands of mass leisure travellers,” Yap stated.

Scoot had recently tapped cross-channel marketing platform Insider to create personalized, multi-channel experiences for customers on its website, therefore improving their online customer experience (CX).

Platforms Featured ANZ

Virgin Australia first Aussie airline to take off on TikTok

Sydney, Australia – In a bid to reach a newer audience and focus on engaging online with customers, airline Virgin Australia has officially debuted on the short-video platform TikTok, making it the first Australian airline to debut on the platform.

The first few uploads on the TikTok channel range from a ‘talking aircraft’, a stewardess sporting the well-known Virgin Australia red lip, to behind the scenes of work among Virgin Australia employees, the airline has rolled out a line-up of fun and hilarious content to date, sharing the brand with existing customers as well as a whole new generation of travellers and TikTokers.

According to Libby Minogue, chief marketing officer at Virgin Airlines, future uploads will feature Virgin Australia team members and focus on behind-the-scenes footage, trending content and of course, their planes. 

“TikTok really is the perfect platform to showcase our famous ‘Virgin Flair’ and our wonderful team members and we’re so excited to be the first Australian airline to launch on the platform,” Minogue stated.

Virgin Australia’s take-off into TikTok comes as the airline is about to celebrate its 12-month anniversary after being relaunched last year, with the airline focusing on its heartland customer and undertaking a long list of improvements and innovative new customer touchpoints. 

“Our followers will get to see a different side to our business. From the lifestyle of cabin crew and pilots, to behind-the-scenes glimpses into our operation, TikTok has opened a new way for us to communicate with existing and new customers, as we fly into a new era of travel,” Minogue said. 

She added, “We’re also encouraging our own Virgin Australia team members to join TikTok and create content that we know will resonate with users, like why cabin crew must wear a watch at all times, sneak peeks and secret flight hacks,” Minogue added.

The airline has already notched up almost two-million organic views since its first TikTok post.

Marketing Featured Southeast Asia

Singapore Airlines launches new global campaign, reignites excitement of ‘flying again’

Singapore – With borders reopening across the world, Singapore Airlines (SIA), the flag carrier airline of Singapore, has launched a new global campaign, which is its first since the beginning of the pandemic, marking a significant step forward for the airline industry’s path to recovery.

Created in collaboration with creative agency TBWA\Singapore, the new campaign aims to capture the ‘freedom’ and ‘weightlessness’ of being able to finally travel again, encouraging people to turn their anticipation into action.

Titled ‘Look forward to flying again with Singapore Airlines’, the campaign features travelers literally floating through their day, leading up to their first flight out with SIA, from the moment they wake up to traveling to the airport and boarding the plane. 

In order to capture an authentic flying experience on camera, the airline shared that its team worked alongside a professional stunt crew who are masters in coordinating gravity-defying performances.

Lau Hui Ling, the general manager, brand, and marketing at Singapore Airlines, shared, “The campaign highlights how SIA’s renowned world-class service and experience allows customers to enjoy their first post-pandemic flight and start looking forward to being in the air once again.”

Andy Grant, TBWA\Singapore’s ECD, said that they wanted the ‘blissful liberation’ on screen as travel resumes.

“We made the magical and distinct experience of flying with SIA visceral throughout the film – focusing on the sense of warmth, calm, and peacefulness people encounter from the moment they wake up to when they step onboard,” said Grant.

Beyond Singapore, the campaign was also launched around the world in high-profile media placements such as New York Times Square, Japan’s Shibuya Crossing, and London Cromwell.

Marketing Featured Southeast Asia

Cebu Pacific migrates loyalty program ‘GetGo’ to ‘Go Rewards’

Philippines – One of the largest airlines in the Philippines, Cebu Pacific, has recently announced the migration of its loyalty program ‘GetGo’ to ‘Go Rewards’.

‘Go Rewards’ is a lifestyle and rewards program of the Gokongwei group that provides its members more ways to enjoy deals and benefits from Cebu Pacific’s many partner brands.

Through the migration, the ‘GetGo’ points earned before 1 January 2020 will be converted into Cebu Pacific Travel Fund. Members will be able to use this virtual wallet to purchase new flights, add-ons, and taxes, as well as fees on the airline’s website.

Meanwhile, the points earned from 1 January 2020 onwards are converted into ‘Go Rewards’ points. One point is equivalent to ₱1 and can be redeemed in over 2,000 retail stores. 

Furthermore, under the ‘Go Rewards’, members from the Philippines can earn and redeem points from purchases in Gokongwei-owned stores such as the Robinsons Department Store, Robinsons Supermarket, and The Marketplace, as well as Shopwise, and Southstar Drug, among others. Members can also enjoy exclusive deals and coupons that they can discover via the ‘Go Rewards’ app. 

“We are excited to be part of this new and improved loyalty program where we are now able to offer more rewards and options for our customers,” said Candice Iyog, Cebu Pacific’s vice president for marketing and customer experience.

Cebu Pacific said that the members with ‘GetGo’ loyalty cards may exchange them for the new ‘Go Rewards Classic’ card by simply presenting the old ‘GetGo’ card in any Robinsons Retail store, and activating the card through the ‘Go Rewards’ app to easily view the points. In addition, the ‘GetGo’ members with existing ‘Go Rewards’ membership can conveniently merge both accounts through the ‘Go Rewards’ app.

Meanwhile, the ‘GetGo’ members who are new to ‘Go Rewards’ can merge their ‘GetGo’ membership by downloading the ‘Go Rewards’ app, selecting ‘Register’, and then linking their ‘GetGo’ account. After doing so, the ‘GetGo’ number will be deactivated, and the new ‘Go Rewards’ number will be the membership account moving forward.

Marketing Featured East Asia

Cathay Pacific unveils new travel lifestyle brand ‘Cathay’

Hong Kong – In its ongoing stance to improve their engagement with customers, airline Cathay Pacific has recently announced its newest premium travel lifestyle brand called simply ‘Cathay’ that merges “positive things” on travel and lifestyle. 

Over the coming months, ‘Cathay’ will be rolling out a range of new offers in spending, dining, shopping, hotels, and wellness – enabling it to engage with their customers not only when they fly with them, but “everyday.” 

‘Cathay’ brings together Cathay Pacific and its existing loyalty programs Marco Polo Club and Asia Miles all in one place, simplifying the way customers can interact with them, including how to earn status and use miles.

Through the new brand, ‘Cathay’ is also set to make its proposition more appealing. By integrating its offerings and forging better partnerships, it promises to bring a wider range of products and services to the benefit of customers.

As part of the initial launch is a new Cathay co-branded credit card – which will be rolled out in Hong Kong soon. These will all culminate in an upcoming refreshed customer relationship program in the first half of 2022. 

Augustus Tang, chief executive officer at Cathay Pacific, notes that the center of the ‘Cathay’ brand is a so-called ‘celebration of all the best things we love – and have missed – about travel’.

“We are very proud to have been connecting our customers with people, places and experiences around the world through the joy of travel. Our ability to enter the travel lifestyle space and the success of this strategy is built upon the enduring strength, trust and respect that Cathay Pacific has established over 75 years of accomplishments, and the hard work and dedication of our people around the world,” Tang stated.

He added, “‘Cathay’ reinforces our commitment to engage with our customers in their everyday lives with world-class service. By adding more value and simplicity, we are helping to move them forward in life as per our ‘Move Beyond’ purpose.”

‘Cathay’ will be only available in Hong Kong at the moment, as Cathay Pacific will work out in the near future to expand the travel lifestyle brand to other markets in the near future.

Marketing Featured Southeast Asia

Malaysia Airlines offers ‘worry-free’ travel in 2021 with new ‘MHflypass’

Kuala Lumpur, Malaysia – As Malaysia ramps up its vaccination efforts, airlines have been preparing themselves to aid customers on their travel plans across the nation this year with the launch of different travel passes. 

Last March, airasia has released its ASEAN unlimited pass, and this time Malaysia Airlines has also jumped in with the latest ‘MHflypass’. 

‘MHflypass’ is a product that offers the option to secure customers’ travels for the year at an affordable price. It aims to extend ‘value-for-flights’ to customers, enabling them to purchase flight coupons at a fixed attractive price that gives them full flexibility, convenience, and control over their spending for the flights.

The ‘MHflypass’ is subdivided into three convenient options for passengers based on their destination origin, allowing them to choose the zone that matches their travel needs best. The Zone 1 option allows passengers to fly from Peninsular Malaysia destinations to Kuala Lumpur and vice versa, as well as flights between destinations within Sabah and Sarawak, while Zone 2 option offers passengers the opportunity to fly to Kuala Lumpur from destinations in Sabah and Sarawak, alongside flights between destinations within Peninsular Malaysia, with a connection through Kuala Lumpur. And lastly, Zone 3 option allows passengers to fly from Sabah and Sarawak to Peninsular Malaysia destinations, with a connection in Kuala Lumpur.

Each set of ‘MHflypass’ comes with six flight coupons, equivalent to the option of three return or six one-way flights, to destinations across Malaysia throughout a period of one year, at only RM699. Early birds can grab the ‘MHflypass’ at a promotional price as low as RM499 for the domestic pass, valid for purchase until 2 May 2021 for all-year-round travel dates in 2021 and beyond.

Furthermore, the members of the airline’s frequent flyer program Enrich who will purchase the ‘MHflypass’ can receive 50% bonus points upon purchase, which can be used to redeem amazing promotions with Enrich brand partners or for discounts or free travel.

“We have created this new product to spur domestic travel and to make it more attractive for our passengers to catch up on all the traveling they have missed, and at the same time, assuring them the peace of mind to fly with us with our #FlyConfidently measures put in place,” said Lau Yin May, the group chief marketing and customer experience officer of Malaysia Airlines.

On 16 April 2021, Malaysia Airlines has also announced the extension of rebooking travel flexibility that offers passengers a longer ticket validity with a one-time fare difference and service fee waiver, following the prolonged travel restrictions imposed by countries and interstate travel for domestic destinations.

Marketing Featured Southeast Asia

airasia unveils new ‘Project Kavvaii’ program, seeks the next big ‘virtual idol’

Kuala Lumpur, Malaysia – Airline airasia has launched a new program called ‘Project Kavvaii’, which aims to discover and develop the next big virtual idol – a streaming content creator in the SEA region who uses a digital avatar.

The new program seeks to provide potential talent with full resources to be the best virtual idol in the region and represent ASEAN on the world stage through charting a career trajectory, searching for potential clients, providing marketing support, tracking monetary channels from their streams, and supporting the business side of streaming.

The open audition will commence today 10 March until 28 March 2021 in ASEAN and the rest of Asia. Participants must submit a 5-minute video to introduce themselves. 

The winner of Project Kavvaii will get full access to a support team, receive a complete streaming setup, and secure a one-year contract with airasia as a paid content creator.

Rudy Khaw, the chief brand officer of airasia Group, said that the company has transformed from an airline to a lifestyle brand with the airasia super app, and now, they continue to innovate and be a game-changer as a virtual talent producer, believing that this is an opportune time to fast-track airasia’s growth leveraging on their digital capabilities, such as artificial intelligence and facial recognition.

“Certainly, the success of a virtual idol is about talent, not just the technology behind it. So we are looking for those who are multi-talented, creative, and have a larger-than-life personality to connect with virtual idol fans across ASEAN and beyond! This is your chance to be a full-fledged virtual idol and a part of a creative team that will shape the future of streaming content in the region,” said Khaw

airasia’s first virtual idol was created by a renowned illustrator artist in the virtual idol community, Yueko, and the character will be rigged and animated by industry veteran Iron Vertex to fit the personality of the virtual idol. Project Kavvaii’s first virtual idol is expected to start streaming in the second quarter of 2021.

Marketing Featured Southeast Asia

Malaysia Airlines brings premium inflight cabin experience to customers via online merch

Kuala Lumpur, Malaysia – The global pandemic has significantly affected air travel and with restrictions still in effect, Malaysia Airlines has decided to bring its inflight cabin experience to its customers’ doorsteps, making the exclusive premium inflight products available at the airlines’ flagship e-retail store Temptations.

The airline’s flagship e-retail store offers customers the flexibility to shop for Malaysian Hospitality (MH) merchandise and duty-free items from the comfort of their homes, with delivery of products available around the world.

Through Temptations, the airline’s patrons can now purchase exclusive pajamas set, amenity kit and duvet, that were only available onboard to its premium passengers.

Malaysia Airlines’ exclusive inflight products includes the Business Suite amenity kit, which is made in partnership with London-based handcrafted luxury leather goods brand, Aspinal, and is available for sale at RM99. It contains an impressive array of travel essentials, such as PAYOT’s skin and body range that includes the Lip Balm and the luxe Hand and Body Lotion.

Meanwhile, its dual-tone Business Class duvet is priced at RM110. It is made from a blend of cotton and polyester featuring the airline’s iconic Wau Bulan, a snuggle buddy for customers during travel. The airline will also be bringing to Temptations its premium and limited-edition Business Suite Pajamas Set at RM119. The set comes with a zip-up top, pants, eye mask, as well as socks, and slippers packed in a reusable tote bag.

Group Chief Marketing and Customer Experience Officer of Malaysia Airlines Lau Yin May commented that they are delighted to offer their exclusive Malaysia Airlines’ Business Suite and Business Class merchandise online in the pursuit of bringing the Malaysian Hospitality experience closer to the customers.

“Everyone from all walks of life who miss flying with us will now have a chance to re-create their flying experience with our best cabin merchandise at home. Rest assured that these items are all new and ready stocks. We hope that by making these signature items available, our customers can reminisce their happy memories of flying with us as we look forward to welcoming them on board for their Fly Malaysia experience again soon,” said Lau.