Silkair’s new campaign from JWT Singapore targets broader audience with service focus
JWT Singapore’s new campaign for SilkAir repositions the carrier as a service-oriented alternative for both business travelers and vacationing passengers utilizing its newly-expanded network of destinations.
The new campaign leverages the company’s strong in-flight service with story lines that underscore how SilkAir makes customers feel at home in the air. Print visuals focus on experiences that make the journey more pleasurable – such as cookies, a warm drink, and extra personal touches – instead of the destination itself.
The airline’s past “Explorers” campaigns focused largely on outbound travelers from Singapore who were seeking a different type of holiday in undiscovered Asia – places like Lombok in Indonesia or Danang in Vietnam. SilkAir, which has expanded its flight offerings to China, India, Vietnam and Australia to cater to business travelers, now aims to appeal to a wider group that includes business travelers and passengers originating in its destination markets. SilkAir added new services this year to Darwin, Wuhan and Hanoi, in addition to new routes to Pekanbaru and Bandung, in Indonesia, Kolkata in India, Koh Samui in Thailand and Changsha, China in 2011.
“SilkAir has one of the highest service standards in the world. Their crew receives an all-rounded training that enables them to deliver a brand of inflight service that’s warm, sincere and welcoming ,” said Jun Fukawa, Chief Creative Officer of JWT Singapore. “This campaign underscores how SilkAir passengers won’t remember how long the journey took – they’ll remember how SilkAir made them like special guests in their own homes.”
The campaign includes print brand ads that play up the airline’s emphasis on service, both to kids in economy and to travelers in business class, and tactical ads that highlight the airlines’ new routes and special offers while reminding consumers that “comfort goes a long way” and encouraging them to “experience a journey that’s twice as memorable”.
“We believe that the journey isn’t remembered by hours and minutes, but by the experiences that filled them,” said Chief Executive of SilkAir, Leslie Thng. “This campaign brings to life the hospitality and warmth of our staff, which sets our airline apart. The destination is important, but the journey matters, too.”
8 Comments
This is so regressive on so many levels.
Caught between no frills budget short haul and full fare full service options, I really don’t think crayons and cookies are the defining moment of truth that will make a punter say: yeah, I’d pay the diff and fly Silk Air.
And what is the art direction all about?
Beige background where the logo is on white?
Multi-colured headlines?
From strategy to creative execution, I can see why there are no credits to this wreck.
Silk Air’s only asset is its network of destinations. Everything else is waffle.
Some real work for a change. The kind that goes thru a mindnumbing approval process Im sure. It could be better but it’s pretty clean compared to normal airline drivel. Now just give me all of this at a budget airline price and Im in. LOL.
Ive heard rumours of a pitch later this year. Get in there and show them what you got genius.
I wouldn’t necessarily PR this (its very average) but I can see why they’re doing it. There’s an urgency to desperately win some new business to replace the ones they lost. Or some heads will roll. As for why theres no credits its really ‘baffling’. But it’s better to put you name to this than putting it on pro-activeads that don’t win anything at Cannes I suppose.
I’m sure it will do very well on http://www.adsoftheworld.com
this is good work, for a REAL client.
put it next to any airasia, jetstar or sq ad and it’ll beat them all hands down imho.
and they look great.
well done.
don’t sweat the haters.
Yyyyaaayyyyy….go SilkAir! This maked me feel so warm I want to put on my pom poms and do a cheerleader dance…even if it annoys everyone///I dont care. Its happy positive vibrant cheerful and infectiusly enthusiastic la…just like me.
Congratulations. This campaign is focusing on young families and on growing up fathers/mothers.