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Feel at Home in the Air With SilkAir’s New Brand Campaign

Press Release   •   Sep 24, 2012 12:19 +08

Cookies, a warm drink, and little personal touches – these are just some of the things that can make one’s air journey more enjoyable. With the spotlight on its personable and warm in-flight service, SilkAir’s new brand campaign, which will be launched tomorrow, will showcase how the airline makes its customers feel at home in the air.

Three brand ads take centrestage in this new campaign, targeting three of SilkAir’s key customer groups – the leisure traveller, families with children and the business traveller.

A departure from the previous ‘SilkAir Explorers’ campaign, which focused largely on SilkAir’s network of over 40 diverse destinations, the new ‘Feel At Home in the Air’ campaign will focus on SilkAir’s affable cabin crew, who make it their mission to provide a high level of service and go the extra mile for passengers’ comfort.

For the first time ever, the campaign will also be extended beyond Singapore, to the China, India and Indonesia markets.

As part of this campaign, 100 Comfort taxis dressed in the new brand ads will spread out across Singapore a month from tomorrow. The interiors of the taxis will also be outfitted with special SilkAir items – SilkAir airplane-shaped cushions and the airline’s in-flight magazine, Silkwinds.

A Facebook contest has also been weaved in to further boost the campaign’s awareness, where both taxi passengers as well as members of the public can participate. Called the ‘SilkAir Cab Challenge’, the contest requires participants to answer simple questions about SilkAir on SilkAir’s Facebook page (, using clues found in and outside of the taxis. Contestants stand a chance to win special SilkAir merchandise and the grand prize of a pair of tickets to Hanoi – the latest destination in the airline’s network.

Another component of the outdoor activation involves advertising in the prominent and busy Dhoby Ghaut MRT station for a period of two months. Life-sized versions of the ads showcasing the little personal touches of SilkAir’s cabin crew in attending to passengers, will wrap the pillars and floor of the interchange, conveying to commuters the sense of warmth they’ll get to experience on SilkAir’s flights.

 “We look to these branding initiatives to reinforce our position as the airline which takes pride in giving service from the heart, where little gestures can go a long way. We believe flying should be a memorable experience in itself and this is where the warmth and hospitality of our staff plays an important part. The destination is important, but the journey matters too,” said SilkAir Chief Executive, Mr Leslie Thng.


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About SilkAir
A full-service airline, SilkAir currently flies to 41 destinations across 12 countries and is the regional wing of Singapore Airlines. Earlier this year, SilkAir was awarded the Changi Airline Awards 2012 by Changi Airport Group for being among the Top 10 Airlines by Passenger Carriage (3rd ranking). In 2011, the airline was awarded Best Regional Airline 2011 by CAPA - the Centre for Aviation. SilkAir was also ranked 2nd in the Best Regional Airline (Asia) category in the 2011 Skytrax World Airline Awards. In 2010, the airline was inducted into TTG Asia's Travel Hall of Fame following its 10th win as Best Regional Airline in the TTG Travel Awards 2009. SilkAir was also ranked among the Top 10 Airlines for Best Cabin Service Worldwide 2011, 2010 and 2009 by Hong Kong-based online travel magazine, Smart Travel Asia. For more details visit SilkAir is also now on Facebook. Follow us at

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