SPECIAL FARES by TBWA\ Zurich for Singapore Airlines

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SPECIAL FARES

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Industry Transport, travel & tourism, Airlines
Media Promo & PR, Case study
Market Switzerland
Agency TBWA\ Zurich
Art Director Martin Friedlin
Editor Urs Schrepfer
Released August 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: SINGAPORE AIRLINES/TOURISM AUSTRALIA
Product/Service: AIRLINE & AUSTRALIA TOURISM
Agency: TBWA\SWITZERLAND
Date of First Appearance: Aug 31 2009 12:00AM
Entrant Company: TBWA\SWITZERLAND, Zürich, SWITZERLAND
Creative Director/Editor: Urs Schrepfer (TBWA)
Editor: Urs Schrepfer (TBWA)
Art Director: Martin Friedlin (TBWA)
Graphics: Dominique Magnusson (TBWA)
Art Buying: Christina Hengstmann (TBWA)
Account Manager: Sven Oeschger (TBWA)
Account Manager: Guido Zehnder (TBWA)
Post-Production: E-Graphics (E-Graphics/TBWA)
Media placement: Full Page Ads - Newspaper - 31.8.2009

Results and Effectiveness
1. Increased sales for flights to destinations in Australia during the promotional period from end August to mid-October. Targeted sales was 400 tickets and more than 450 tickets were sold which is 10% more. 2. Increased traffic to www.australia.com increased awareness of the continent itself and of the brand “Australia”. Usually per month there are approx 900 unique click-throughs on the site, but during the promotional period there was an average of 5,400 unique click-throughs. Website traffic increased to 6 times more than the monthly average

Creative Execution
Based on the insight that Australia is not a topic in Swiss newspapers, we decided to change this. In “Blick am Abend”, one of the most important evening newspapers in Switzerland, we integrated for two weeks a full page of news about the five most important regions in Australia. This news was written in English while the rest of the newspaper was in German The Australian news articles were selected and edited as usual by the Blick team. Furthermore the news was linked to the message "Australia has never been so close." So close not only because of the daily news about Australia but also because of the cheap price for a flight from Switzerland to Australia. The combination of journalism and advertising has never been done in Switzerland before. The exercise was replicated online on Blick websites, http://www.blick.ch/blickamabend

Insights, Strategy & the Idea
In developing a cross media campaign for Singapore Airlines Ltd. and Tourism Australia the objectives were: - For Singapore Airlines: to generate sales for a special price promotion for flights to Australia - For Tourism Australia: to strengthen brand relevance and raise awareness of Australia as a tourist destination and drive traffic to website www.australia.com. The campaign is built upon the insight that Australia is far away in two senses, geographically and also in people’s minds, in terms of news value and relevancy to Switzerland consumers. Swiss newspapers would not usually report much news from Australia. Plus, because Singapore Airlines is perceived as a premium airline it also seems out-of-reach for affordability.