Tag: Singapore Airlines

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.

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.

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.

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.