Singapore – Singapore Airlines has emerged as the leader in market research firm YouGov’s ‘Recommend Rankings 2024’ in Singapore, achieving a score of 85.0.

On the other hand, YouGov’s data also highlights the ten most improved brands over the past year, with Singtel Broadband ranking first in Singapore.

Despite facing controversy over a turbulent flight this year, Singapore Airlines has upheld its position as the most recommended brand among customers in Singapore.

Alongside Singapore Airlines, Emirates secures second place with a score of 84.5, followed by Japanese fashion retail chain Uniqlo in third with 83.3. Apple and its smartphone brand iPhone are positioned fourth (80.8) and seventh (78.6), respectively. Nike holds the fifth spot (79.7), closely followed by Adidas in sixth (79.1).

The rankings are based on YouGov Brand Index’s positive ‘Recommend’ score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague.

In terms of brand improvement, Singtel Broadband has shown the most significant improvement, with a score change from 39.5 to 45.3, followed closely by Food Republic with an improvement of +5.8.

Head & Shoulders and Food Junction rank third (change in score of +5.4) and fourth (+5.3) among improvers, with M1 Mobile (5.2), CNN (5.2), Shokubutsu (5.1), Coffee Bean & Tea Leaf (5.1), J&T Express (5.0), and Airbnb (4.9) also making significant strides in Singapore.

Singapore – The Competition and Consumer Commission of Singapore (CCCS) has granted conditional approval of the proposed commercial cooperation after accepting commitments from Singapore Airlines (SIA) and Garuda Indonesia. It is worth noting that the partnership was already in plan back in 2023 and an MoU back in 2021.

According to CCCS, the parties submitted that the proposed cooperation between SIA and Garuda will lead to enhanced air travel product for Singapore to Indonesia services, as well as expanded virtual networks of the airlines, thereby providing an increased number of service offerings to passengers;

Moreover, the partnership aims to promote more competitive fares; have significant benefits to corporate account customersm create benefits for members of both airlines’ Frequent Flyer Programme; as well as improved connectivity for both Singapore and Indonesia, with consequential benefits to both countries’ aviation industry and tourism.

Part of the approval process was how CCCS conducted a market testing exercise from 13 to 26 June to assess whether the proposed commitments would sufficiently address the competition concerns arising from the proposed cooperation. Most relevant stakeholders did not raise any concerns with the proposed commitments.

Alvin Koh, chief executive at CCCS said, “Airline alliances are an important part of the aviation industry bringing significant benefits to the Singapore economy as well as overseas markets. We look forward to working closely with our businesses and stakeholders to deliver positive, prompt and impactful outcomes that matter. Full cooperation from businesses throughout the process, providing complete, concise and relevant information will facilitate the timely completion of CCCS’s review.”

Singapore – Travelling with Singapore Airlines (SIA) has seen a slump a week following a turbulence incident from one of its flights that resulted in the death of one passenger and seven critically injured. However, despite this, the airline remains on top of most considered airlines as of the end of May–according to the latest survey from YouGov.

The data from YouGov BrandIndex indicates that news of the recent accident has spread widely in Singapore. The carrier’s Buzz score (which measures whether consumers have heard more positive or negative things about a brand in the past two weeks) plunged over 35 points from 54.7 on May 21 to 19.2 by May 31 – finishing 18 points lower than at the start of the month. 

Meanwhile, its WOM Exposure score (which measures whether consumers have recently talked about the brand with their family and friends) spiked almost 14 points since the accident – from 42.7 on May 21 to 56.5 by May 31 – suggesting consumers are not just noticing the news but also discussing it.

Moreover, SIA’s service quality and corporate reputation, however, saw only slight dips in the immediate aftermath of the accident. Consumer perceptions of the airline’s Quality dropped about four points one week on – from 69.3 on May 21 to 65.4 by May 31 – and remains almost three points higher than on May 1 (62.5). Likewise, the airline’s Reputation score (which measures whether residents would be proud or embarrassed to work for the brand) shaved 2.3 points over the same period – from 66.9 on May 21 to 64.6 by May 31 – to finish close to six points higher than on May 1 (58.9).

In contrast, consideration of SIA as a potential travel provider has taken a noticeable hit. Its Consideration score (which measures the percentage of consumers who would consider flying with the airline on their next trip) lost almost 15 points following SQ321’s mishap – falling from 68.0 on May 21 to 53.3 by May 29 – but appears to have started to on an upward trend thereafter to reach 55.9 by the end of May. 

Nonetheless, despite the significant fall in consumer who would consider booking their next flight with SIA, the flag carrier remains by far the most considered airline among consumers in Singapore.

The incident involved the Singapore Airlines Flight 321 flying from London to Singapore on May 20 and experienced turbulence, forcing the airplane–a Boeing 777-300ER–to divert to Suvarnabhumi International Airport in Bangkok.

Following the incident, Singapore Airlines chief executive officer Goh Choon Phong has apologised for the incident, adding, “We are very sorry for the traumatic experience that everyone on board SQ321 went through.”

Moreover, Prime Minister Lawrence Wong has promised a “thorough investigation” into the incident that left one person dead and dozens others hurt, with Singapore’s transport ministry having deployed investigators to Bangkok, where the Singapore-bound flight from London made an emergency landing.

Singapore – Following the successful launch of Singapore Airlines’ global brand campaign ‘Welcome to World Class’ in January 2023, the airline now follows up with a campaign film capturing the emotions and moments at 30,000 ft.

The film follows Berlin-based travel photographer Julia Nimke, as she challenges herself to shoot, curate, and edit her very own photography exhibit pieces on her flight with Singapore Airlines. 

In the film, she performs this feat with ease, being made possible by the experience onboard Singapore Airlines such with its in-flight service, curated in-flight menu, comfortable seats and spacious cabins, as well as unlimited complimentary Wi-Fi across all cabin classes.

Nimke’s photographs capture the raw and authentic moments of being in the air, such as a unique composition of a selfie using a mirror built into SIA’s Business Class seats, the way the light hits the spacious cabin basking one in a glow of light, or the moment a cabin crew delicately plates a dish like her own canvas.

These photographs were then displayed at the Leica Gallerie, located at Raffles Hotel, for a private exhibition.

Talking about the campaign, Loo Yong Ping, deputy executive creative director at TBWA\Singapore, said, “Julia was a dream to work with. Her unique ability to capture natural, un-staged moments and use the available light and space at her disposal, and still create these beautiful images were really inspiring.”

Meanwhile, Jacky Lee, director at Smallshop, commented, “Shooting on a flight has its logistical challenges. You must work with the environment you have, all while keeping things discreet, as there are other passengers too. We’re glad that the film came out beautifully, all thanks to Julia’s unique eye.”

Singapore – To celebrate the milestone of its 25th anniversary of KrisFlyer, Singapore Airlines’ lifestyle rewards programme, the airline has launched a film campaign that perfectly demonstrates how the programme empowers its members towards memorable and meaningful experiences.

Made with TBWA\Singapore and Cutscene, this heartwarming 1 minute film follows the journey of a young girl, who fearlessly steps through life’s different doors as she navigates diverse experiences, while capturing a snapshot of rewards offered by KrisFlyer.

With the girl going through various memorable experiences in her life that reflects her growth such as her first plane ride, to exploring new styles and places, the film narrative showcases how each scene transforms each moment into a memory reflecting how the brand has grown alongside her.

Moreover, this film serves as a tribute to KrisFlyer’s evolution from a frequent flyer programme to a lifestyle rewards programme, and a steadfast companion for many. Since 1999, KrisFlyer has been uniquely associated with travel and experiences. Today, it has been seamlessly integrated into everyday life, enhancing experiences beyond the skies, rewarding members for being explorers, and truly making every experience miles better.

Talking about the film, Loo Yong Ping, deputy executive creative director of TBWA\Singapore, said, “More than a film, our goal was to capture KrisFlyer’s evolution through the lens of the little girl and her dad. This is undeniably a milestone worth celebrating.”

Singapore Scoot, Singapore Airlines’ (SIA) low-cost subsidiary, has announced the launch of “Scoot With Heart,” a campaign that promotes the value of human connections and encourages meaningful reunions through travel. 

Physical distances and the growth of digital media are blamed for the rise in social isolation since they reduce the need for in-person encounters. In response, Scoot’s most recent campaign seeks to create meaningful connections and meaningful dialogues in order to initiate positive changes in communities across its network.

During its first campaign, Scoot worked with The Smart Local and other community-based social service organisations like Lions Befrienders and the Foreign Domestic Worker Association for Social Support and Training (FAST) to plan two families’ very touching reunions. Pelago provided funding for the families’ on-the-ground activities in Singapore, and Mercure covered one of the families’ hotel stays as part of their support for the campaign.

Speaking about the campaign, Agatha Yap, Scoot director of marketing, communications, marketing partnerships and loyalty, said, “Travel is more than just getting to a destination; it is about connecting cultures and people we love. Scoot With Heart is also more than just a marketing campaign; it is our way of encouraging the community to treasure the human connections they have in their lives.” 

She added, “Whether it is making an effort to put your mobile phone aside at the dining table to have a genuine chat with a loved one, or to ring up a friend just to check-in and re-connect, we hope that this campaign sparks off such meaningful conversations once again.”

Australia – Kris+ by Singapore Airlines has selected global fintech platform Airwallex to power the extension of its lifestyle rewards app to more than 1.3 million KrisFlyer members in Australia.

The new partnership will allow for the integration of Airwallex’s Payment for Platforms solution into the Kris+ app, facilitating a more seamless payment and payout experience that supports miles earning and redemption capabilities from customers and partner merchants in Melbourne and Sydney, Australia.

The Kris+ app allows its users to earn miles from everyday spending or to pay for purchases and experiences. With this partnership, Australian users will now also be able to earn a rate of up to three miles for every dollar spent at selected partners in Melbourne and Sydney. Additionally, new Kris+ app users can earn up to 2,000 bonus miles upon making payments of at least AU$15 on the app.

Among the 100 partner merchants that are expected to join the programme in its first month of launch are Benjamin Barker, The Ugg Shop, D1 Store, and 124 Shoes.

Arnold Chan, general manager of Asia at Airwallex, said, “Kris+ by Singapore Airlines sought a partner that could provide a suite of payment processing and financial solutions that could modernise their payment infrastructure and better serve their customers. Our global financial infrastructure is ideally positioned to meet Kris+’s needs. By integrating Airwallex’s end-to-end turnkey solutions into its app, Kris+ users can enjoy a frictionless payments and rewards experience.”

He added, “We are proud to be working with Kris+ to support their growth internationally and are committed to help other Singapore-based businesses who have the ambition to scale.”

Commenting on the partnership, Luke Latham, managing director at Airwallex Australia and New Zealand, also said, “Australia is a special place for Airwallex as our birthplace, and we’re committed to supporting local businesses to grow globally while also opening doors for international brands to do business in Australia. Partnering with Kris+ by Singapore Airlines to expand their KrisFlyer programme in Australia is a great example of this, and we’re so excited to be helping them reach their customers here.”

“With international travel to Australia increasing significantly in the past year, the growing influx of visitors highlights the potential of Kris+ to offer added value to both tourists and businesses in Australia,” he concluded.

Singapore – Singapore Airlines has unveiled their latest campaign, which features a new stop-motion animation across social media, aiming to capture the essence of a wanderlust experience with their sonic identity comprising three instrumental tracks played on board SIA flights and in SilverKris Lounges.

Titled ‘The Sound of Singapore Airlines: A melodic journey awaits’, the new 30-second film captures the SIA Business Class cabin in a charming, handmade music box that takes the shape of a suitcase, bringing viewers on a trip through scenic landscapes and vibrant cities, accompanied by the airline’s signature melodies to evoke fond memories of travelling with Singapore Airlines.

Created in collaboration with Copenhagen-based director Marcus Møller Bitsch, the film’s handmade music box is inspired by the airline’s Business Class cabin. Each prop, including the iconic SIA cabin crew sarong kebaya uniform, was carefully hand-crafted and integrated into the film’s storyline.

Speaking about the project, Bitsch shared, “When I got the brief, I immediately thought it was a fantastic opportunity to use stop-motion animation to show the attention to detail and dedication that Singapore Airlines strives to bring to their customers.”

Meanwhile, Loo Yong Ping, deputy executive creative director of TBWA\Singapore, commented, “With the world embracing the wonders of AI, we wanted to do things differently by reviving the art of craft making to weave a sensory experience through music. We’re thrilled to witness this film come alive.”

Singapore and Mumbai, India – Digital ecosystem enabler Tata Communications has announced its recent partnership with Singapore Airlines (SIA) yesterday, November 7. The multi-year agreement is aimed at transforming the airlines communication and collaboration tools for better user experience and employee productivity. 

In this strengthened alliance, SIA and Tata advance a transformative initiative that enables SIA users to be connected and collaborative anytime and anywhere through the Tata Communications Global Rapide platform. This new endeavour includes enabling SIA to incorporate intelligent customer call routing into their global customer service centres for seamless customer experience.

Furthermore, the Tata Communications MOVE will be responsible for the swift and secure exchange of critical flight and passenger data on pilots and crew tablets. This lead will work towards achieving significant cost savings while also ensuring the expedited flight turn-round and enhanced on-time performance. 

Amitabh Sarkar, Vice President and Head of Asia Pacific and Japan Enterprise said, “We take great pride in our long-standing relationship with Singapore Airlines. As a global CommTech player, we are privileged to be chosen as their partner in progress as they emerge stronger than ever and strive to create new benchmarks in customer experiences.”

Over the last five years, the two have already established long-standing associations and with this new endeavour, they are set to embark on intelligent and intuitive digital solutions.

Singapore – Singapore Airlines and Indonesian airline Garuda Airlines have bared plans to enter into a joint venture arrangement that would deepen the cooperation between the two carriers, increase passenger capacity between Singapore and Indonesia, and offer customers more travel options between the two countries.

Said joint venture expands on the previous memorandum of understanding between the two airlines on November 2021.

Through the expanded joint venture, Garuda Indonesia and Singapore Airlines are allowed to potentially coordinate schedules between Singapore and Indonesia, offering customers more seamless flight connectivity between the two countries and beyond. 

Moreover, the carriers will also explore the implementation of new initiatives, including joint fare products and an alignment of corporate programmes to enhance the value proposition to customers.

Irfan Setiaputra, president and chief executive officer at Garuda Indonesia, said, “With the existence of more than a decade of collaboration between these two national flag carriers, this joint venture agreement, as a further milestone of the partnership expansion initiative, will certainly strengthen the commitment between the two carriers simultaneously, delivering a seamless and valuable flying experience to both our customers across the globe.”

He added, “The joint venture agreement is also a part of our effort to improve our company’s performance through our network strategy by optimising our network through partnership with our strategic airline partners, especially Singapore Airlines. With this initiative, both airlines agreed to further explore more advantages for both our customers, allowing them to enjoy various flight schedules with enhanced value services within the networks of Garuda Indonesia and Singapore Airlines.”

Meanwhile, Goh Choon Phong, chief executive officer at Singapore Airlines, said: “This joint venture will be a win-win arrangement that elevates the long-standing partnership between Garuda Indonesia and Singapore Airlines. It reflects our firm commitment to grow the aviation markets in Indonesia and Singapore, facilitating a greater level of business and people connections and promoting both countries as regional tourism destinations. Our customers will also enjoy even more benefits, including an improved level of network connectivity, enhanced travel convenience, and additional fare options.”