Singapore Airlines launches contest to promote new route
Singapore Airlines recently joined forces with Mediacorp to promote their new route Singapore-Canberra-Wellington.
The airline produced a 3D version of a hot air balloon at bus shelters to launch a contest as part of a marketing campaign. The airline is the first to offer a regular scheduled service to Canberra, and to offer flights between Canberra and Wellington. The new service will link the capital cities of New Zealand, Australia and Singapore.
The marketing campaign aimed to raise the profile of Canberra, especially as the public reportedly perceive it to be less exciting than Melbourne and Sydney. To inspire travellers to choose Canberra, the campaign demonstrates the experiences available in the city which will fulfil the requirements of a variety of travellers. One of the main attractions in Canberra was hot air ballooning, so a 3D Hot Air Balloon was produced using a six-sheet panel. The panel also incorporates a contest, which involves people selecting one of four moments – thrilling, tranquil, family and indulgent – taking a photo of themselves with the hot air balloon and uploading it, along with details of an experience relating to the ‘moment’ they chose.
The head of OOH Media, Henry Goh, said the creation of campaigns that ignite the curiosity of the public and create an engaging moment help to build a company brand. The company utilised the benefits of offline and digital methods to create a successful campaign.
Hot air balloon rides are becoming increasingly popular, especially to celebrate special moments such as birthdays or anniversaries.