SIA Hits the Road to Woo Business Class Passengers

World Airline News, July 16, 1999

Singapore Airlines (SIA) is to begin a comprehensive U.S. campaign to promote its new first and business class cabins with the launch of a road tour July 27.

The three-month promotion, which incorporates a press and cable television advertising schedule during September, will be spearheaded by a mobile display of its US$300 million cabin upgrade. But this is no model. The display is a "come and feel" exhibition, housed in a 48 foot (14.6 meter), 18-wheel articulated truck.

"The mobile display accurately replicates every aspect of SIA's latest 747 aircraft interior, including walls, lighting, active inflight movies, noise canceling Dolby surround-sound stereo headphones and 14-inch color video monitors (the largest of any airline) and computer power sources at each seat'" says the airline's James Boyd.

"Principle features of the display include the airline's new Ultimo Raffles class seat (business class), and the new first class Skysuite, which reclines to a flat bed." One first class - the subject of litigation in Singapore between SIA and British Airways [BAB] - and two business class seats have been incorporated into the truck, and will be displayed by a two-strong team of the airline's "Singapore girls."

The tour, which starts with a two-day stint in Los Angeles, is primarily for existing SIA corporate clients and travel agents. "This is not a tactical campaign," explains marketing manager Bill Driscol. "We do not expect this campaign to result in a tangible difference business class travel. We just want to get out there and show our regular passengers that we are investing in their comfort and safety." This illustration of comfort and safety will also encompass free lunches and dinners.

Teoh Tee Hooi, vice president-Americas, adds: "Since agents and corporate travel managers sell the majority of our business, we wanted to find a creative way to truly bring the product to life for them. So we've created an intimate, personal environment where they can see, touch and experience our new cabins - and literally bring it to their front doors."

But to believe that the US$450,000 investment is purely for show would be nave. The airline, in attempts to fully utilize the potential of the tour, is plastering traveling billboards to either side of the truck, one promoting the Raffles cabin, the other first class. As a proportion of the over US$1 million invested in this advertising project, this is most probably the most cost effective element.

But the airline believes that bringing its product to its clients is worth its weight in gold. "Brand and product awareness are essential for an airline of our stature," says Driscol. "A picture just doesn't do it justice."

Boyd adds: "We are not only showing the end product either. We have utilized a lot of the rig as a walk-through reception area where people can view graphics and text displays highlighting components of the new product."

The September advertising campaign, which is still at a post production stage, will reinforce Siam's commitment to attracting the business class traveler. Apart from that, however, the company remains unexpected quite.

The three-month tour will visit 38 U.S. cities between August and October, and will be introduced to an estimated 2,500 agents and corporate clients. A tentative schedule has the tour passing through Denver, Kansas City and Cincinnati mid to late August, then on to Boston, New York, Philadelphia and Chicago in September and back to Los Angeles via Washington D.C., Atlanta, Houston, Dallas and Phoenix for the end of October.