Singapore Airlines (SIA) and Tourism Australia launched a four week co-operative campaign on 11 February, worth in excess of …
Singapore Airlines (SIA) and Tourism Australia launched a four week co-operative campaign on 11 February, worth in excess of £650,000, with print, radio, outdoor and online advertising. The campaign challenges consumer perceptions of Australia.
Singapore Airlines Economy class return fares to Australia, from London Heathrow and Manchester, are highlighted in the adverts.
Singapore Airlines Sales and Marketing Manager UK and Ireland Mr Tony Lusk said: “This campaign reinforces the message that Singapore Airlines is Australia`s `most frequent visitor`”. “Over 2 million people flew to Australia with Singapore Airlines in 2005. From the UK we have 87 flights a week, via Singapore, to Sydney, Brisbane, Adelaide, Perth and Melbourne. This year we`re expecting record figures. The Commonwealth Games in Melbourne in March and the Ashes re-match starting in November in Brisbane will add to the list of reasons to visit Australia. Flying with Singapore Airlines and being served world gourmet cuisine by our gracious Singapore Airlines` Girls, while relaxing with the 500 plus options on our in-flight entertainment system, is an unforgettable travel experience.”
Emma Bradley, marketing director, Tourism Australia Europe comments: “The UK consumer feels like they know Australia as it is a destination we have a longstanding affinity with. However, although this campaign includes instantly recognisable images the executions highlight that there is so much more to discover during a holiday to Australia and many surprising aspects of the country still to uncover.”
RADIO ADS
The 40 second radio ads feature an Australian voiceover. The Australian talks about laughing birds, blue mountains, red lakes and beaches where you can drive for 80 miles, conjuring up an unexpected image of the unique Australian landscape. Spots have been taken on both national and regional stations.
LONDON UNDERGROUND ADS
The 48 sheet Crosstracks have been placed at 144 London Underground stations and feature a striking image of the Sydney Opera House. The tag line: `Sydney ballet, comedy, dance, music, drama, jazz, art (oh yeah and Opera) House`, deepens the message about one of Australia`s most recognisable icons.
NEWSPAPER ADS
The print campaign will run in newspaper weekend supplements and travel sections and uses the Sydney Opera House creative and a second creative showing an image of a giant clam with the tag line: `Some of our seafood you can`t just chuck on the barbie`.
ONLINE ADS
Online a mixture of banners, skyscrapers, MPUs and interactive overlays have been placed on a variety of lifestyle and travel sites.
M&C London designed the print, radio and outdoor executions, and Play developed the online creatives. Carat planned the media for the campaign.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
