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Marketing Featured Southeast Asia

Singapore Airlines tops brand rankings in SG for fifth consecutive year

Singapore – Market research company YouGov releases the 2022 Best Brand Rankings, unveiling Singapore Airlines as the leading brand for the fifth year running.

SIA topped the list with a score of 53.5, remaining the dominant brand among Singaporeans even as businesses evolved amid the pandemic.

Coming in second place is e-commerce platform Shopee with a score of 47.4, followed by clothing brand Uniqlo at 46.5, and tech giant Google at 43.9.

Meanwhile, WhatsApp and Changi Airport took the fifth and sixth spot, both garnering a score of 43.8. Supermarket chain FairPrice ranked seventh with a score of 42.8, while horticultural destination Gardens by the Bay snags the eighth spot with a score of 41.5.

Wrapping up the top 10 is news platform Channel News Asia at rank 9 with a 38.8 score and video sharing website YouTube at rank 10 with a score of 38.5.

Moreover, YouGov also shared the ten most improved brands in 2022. Multi-service platform Go-Jek tops this list with an improved score of +5.7 points. Streaming service Disney+ came in second, as it continued to gain its footing locally following its launch in February 2021.

Instant ramen company Samyang followed with +4.3 points, while social media platform TikTok and local airline Scoot rounded off the top five with improved scores of +2.4 points. Ranked sixth to tenth are Singapore Post with +2.2 points, discount store chain DON DON DONKI with and Apple’s iPhone with +2.1 points each, followed by snack brand Pocky telco SIMBA, both with +2.0 points.

The rankings are based on YouGov BrandIndex’s index score, which measures overall brand health calculated by taking the average of impression, quality, value, satisfaction, recommendations, and reputation.

YouGov has also previously revealed the rankings for the best travel brands in Singapore, which was led by online travel agency Booking.com.

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Marketing Featured Southeast Asia

SIA’s Scoot marks 10th year, launches ‘biggest’ sale

Singapore – Scoot, the low-cost subsidiary of Singapore Airlines (SIA), which was established in 2012, marks its 10th year in operations this June. To kick off its celebrations, the airline has launched what it dubs its biggest-ever network sale.

Scoot will be offering more than 226,000 ‘super-discounted’ seats across its network – even to its very newest addition, Jeju. Fare deals start from SGD 55 to Kuala Lumpur, SGD 79 to Bali, SGD 80 to Bangkok, and SGD 179 to Berlin. 

Through the years, Scoot has grown from a single aircraft and route to now serving 73 destinations with 59 aircraft. According to the airline, over the last decade, it has carried more than 65 million guests. 

“As Scoot enters its second decade, Scoot remains committed to its mission of providing great value airfares for the young, young at heart and cost-conscious across an ever-expanding network, while upholding the highest standards of safety, reliability and authenticity,” said the airline. 

Just recently, its parent airline SIA launched new SilverKris and KrisFlyer Gold lounges at Changi Airport. KrisFlyer is the loyalty programme for both SIA and Scoot.

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Marketing Featured Southeast Asia

SIA launches all-new flagship SilverKris and KrisFlyer Gold lounges

Singapore – Singapore Airlines (SIA) today unveiled its all-new flagship SilverKris and KrisFlyer Gold lounges at Singapore Changi Airport Terminal 3, following a S$50 million re-design, upgrade, and expansion project. This aims to further enhance the on-ground customer experience at the Airline’s main hub, and comes as the demand for international air travel from and through Singapore takes off once again.

The Singapore Airlines SilverKris and KrisFlyer Gold lounges at Singapore Changi Airport Terminal 3 are an integral part of the Airline’s travel experience. They offer Suites, First Class, and Business Class customers, as well as PPS Club, KrisFlyer Elite Gold, and Star Alliance Gold members as high a standard of service on the ground as they would expect in the air.

Working with renowned Singapore-headquartered hospitality design firm Hirsch Bedner Associates, SIA has redeveloped the SilverKris and KrisFlyer Gold lounges by incorporating contemporary finishes and modern amenities, while embodying a timeless elegance. Customers will feel at ease the moment they enter the lounges, knowing that they can enjoy SIA’s world-class service and products even before their flights.

Singapore Airlines’ Chief Executive Officer, Goh Choon Phong, said, “Extensive customer engagement and research have gone into the design of the new SilverKris and KrisFlyer Gold lounges. Customers will enjoy thoughtfully curated product offerings and experience the signature Singapore Airlines hospitality, all within a comfortable and restful environment, ensuring that they are refreshed and ready for their journey.

According to Phong, opening these lounges at this time signals their commitment to SIA’s premium brand and growth strategy. It reinforces their position as Changi Airport’s anchor airline, and reflects our confidence in Singapore’s future as a pre-eminent global air hub.

The Private Room, the First Class section of the SilverKris Lounge, the Business Class section of the SilverKris Lounge, and the KrisFlyer Gold Lounge can collectively accommodate around 1,150 customers within their 6,100 square-metres, translating to 30% more seats and space. This also doubles the capacity that was available during the pandemic while the upgrading works were going on.

The most exclusive space within the SilverKris Lounge, the Private Room has a capacity for 78 suites and first class customers, it includes well-appointed booth seats and day rooms that are conducive for work and rest. The Private Room also offers a full fine dining experience, with exquisite cuisine and beverage options.

The Business Class section of the SilverKris Lounge include a quiet rest area to catch some shut-eye, a main dining hall with an extensive self-service buffet, a living room area with sofa seats and productivity pods, as well as an open concept courtyard-style area that offers light bites for the traveller on-the-go. A new full-service bar, with a barista in the morning and bartender service in the evening, allows customers to enjoy their favourite brew or tipple with a view of aircraft taking off and landing.

At double the size than before, the KrisFlyer Gold Lounge has an open and contemporary design with an expansive view of the airport runway. In response to customer feedback, the lounge now includes an expanded dining area and open concept working spaces, as well as dedicated restrooms and shower facilities. Customers can enjoy a wide variety of meal and drink options including favourites such as laksa, chwee kueh, and freshly steamed dim sum.

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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).

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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.

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Marketing Featured Southeast Asia

Singapore Airlines launches new sound identity with DLMDD

Singapore – Singapore Airlines (SIA), the flag carrier airline of Singapore, has launched its new sonic identity titled ‘The Sound of Singapore Airlines’, which will be experienced throughout every passengers’ journey with the airline, done in partnership with London’s specialist sonic branding agency DLMDD.

The new sonic identity was created by award-winning composer Rohan De Livera, with audio architect Dominic Murcott, and was performed by the Budapest Symphony Orchestra.

‘The Sound of Singapore Airlines’ forms part of SIA’s new brand architecture aimed to stimulate all five senses, and comprises three 10-minute instrumental tracks. This includes ‘Landing Music’, ‘Boarding Music’, and ‘Lounge Music’. The musical trilogy has been designed to be played onboard aircraft during boarding, landing, and in airport lounges. It will be heard by travelers across every other SIA customer touchpoint such as services centers, social media channels, and music streaming platforms like Spotify.

The music was inspired by the new Singapore Airlines batik motif, which pays homage to its brand heritage. The tracks reflect the original batik motif of the cabin crews’ sarong kebaya, and Singapore’s status as a garden city.

“There has never been a more important moment in history for an airline to tell and evolve its story in the skies. This is a truly stunning sonic identity that not only pushes artistic possibilities and technological capabilities, but most importantly brings collaborators from all corners of the world together to create something bold, innovative, and unique that’s going to live with the airline for many years to come,” said Max De Lucia, the founder and client director of DLMDD.

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Marketing Featured Southeast Asia

SIA launches academy, offers external firms training programs including digitization

Singapore – Singapore Airlines (SIA) has announced a new arm that will offer external businesses and organizations training programs in broad areas of service excellence, operational excellence, organizational innovation, and digital transformation.

The Singapore Airlines Academy will leverage the wide range of globally recognized skills and competencies that exists within SIA, which have enabled the Airline to establish a pre-eminent position in a highly competitive industry. It will also tap on the decades of experience that has been accumulated by SIA staff.

Training packages will be customized to meet the requirements of individual companies and organizations. Courses that will be offered include Service Excellence and Leadership, Handling Challenging Customers, and Innovation Programme and Playbook. They will be conducted by SIA trainers, who are certified instructors and facilitators with practical front-line experience.

SIA began offering external courses in September 2020, when it collaborated on a customized training program with Singapore-based Khoo Teck Puat Hospital (KTPH) for its patient care officers. The three-day course included topics such as effective interpersonal communication, customer handling, and learning how to exemplify values such as empathy, warmth, and care.

Vanessa Ng, SIA’s vice president for human resources shared that the airline receives many requests from organizations wanting to know how it has attained its leadership in the industry in terms of operational excellence and successful digital transformation.

“Our focus on people development and investment in training has been key to achieving these world-class standards. We are happy to share our competencies by offering specialized training programs to external organizations. This would also allow us to contribute to Singapore’s national goal of reskilling and upskilling the country’s workforce,” said Ng.

Ng also noted that the new academy is also a strategic move for the SIA Group, having a potential to add a new source of revenue in the coming years.

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Marketing Featured Southeast Asia

The plus in Singapore Airlines’ new app Kris+ to mean more rewards, discounts

Singapore – Singapore Airlines (SIA) has rolled out Kris+, an all-new app that brings payment, lifestyle, and rewards services together in one platform for its customers.

Building on the strengths and popularity of the existing KrisPay app, the app is not just a loyalty wallet but a platform that will provide dining, retail, and entertainment discounts. It will also be offering customers the option to earn miles from everyday spending or pay for purchases and experiences with these miles.

SIA shared that the investment into Kris+ is part of the company’s ongoing strategy to drive non-airline revenue streams in the coming years.

With an updated interface and user experience, Kris+ will allow Singapore Airlines to personalize offers for its global customer base via location-based or interest-based recommendations, offer discounts, miles-back, instant rewards, and exclusive birthday and pay per sale privileges, 

Currently, Kris+ has more than 150 partners with over 650 outlets in Singapore providing customized deals with privileges for customers. In addition, Singapore residents who travel abroad will be able to enjoy special offers and rewards in January 2021 when Kris+ brings on board overseas partners and merchants in selected destinations to the platform. 

Meanwhile, KrisPay has been integrated into Kris+, and will soon be enhanced with other in-app payment options to allow users to simultaneously earn more miles with each purchase. 

Acting Senior Vice President Marketing Planning JoAnn Tan said, “Our vision is to create a comprehensive and updated lifestyle and payments ecosystem with Kris+. This will offer even more and better options and benefits for our global customer base, and bring additional value to our partners around the world.”

To celebrate the much-anticipated launch of Kris+, SIA will be offering a slew of promotions for users including 30% instant miles-back on purchases redeemed with miles until 26 October 2020. Other deals over October and November include bonus miles earn campaigns and more mile-back campaigns in addition to S$1 and S$2 deals from selected partners, one-for-one dining deals, and discounts at selected retail partners in Singapore.