Promotion Strategies

1. What are key promotion strategies of the brand?
(What make the brand successful in terms of promotion strategy?)

In the part of technology, SIA uses the information technology is an essential feature of SIA’s strategy both in enhancing customer service as well as increasing efficiency.

### Commercial Advertisement ###

The key promotion strategies of Singapore Airlines that make the brand successful is Singapore Girls as a key promotion strategies by 2 main aims; building brand image and brand awareness, and increase sale volumes or support sale promotion campaign, via TV program, Internet, and Magazine.

The Singapore Girl campaign was a great success in projecting the experience in flying with SIA. The ad triggered a high level of recall, even higher than 40 other airlines advertisements.

## TV program ##

The primary message "Singapore Airlines - A Great Way to Fly" has been consistently conveyed in exclusive print media and also in selected TV-commercials of very high production value to underline the quality aspirations of brand. All communication messages are featured through the iconic Singapore Girl in different themes and settings.

When Singapore Airlines recently launched their comfortable Space Bed seats in business class, they ran a 60-second commercial of a highly emotional and mythical character to underline the aspiration of the brand and the Singapore Girl, and to set their airline brand apart from competition.

Interestingly, Singapore Airlines has chosen to focus on one aspect of the experiential brand strategy - in-flight hospitality and warmth featured by the Singapore Girl - rather than trying to communicate the entire brand benefits through its messages. A dangerous trap, which many other brands often fall into in their efforts to communicate all at once. This has led to a focused and consistent message for SIA during the last 32 years. This in itself is a great achievement for any brand.

For example, according to TV advertising using pre- and post- awareness studies of A.V. Seaton, M. M. Bennett (The Marketing of Tourism Products) about SIA TV advertising in London, England that was aired in an around the main evening news programme, which was known to be viewed by ABC1 executive travelers. The result was an awareness of SIA TV campaign in London was increasing continuously, which from 43% to 64% within two years.

## Internet ##

SIA’s web site is one of the most advanced and user-friendly in the industry, where customers can check schedules, buy tickets, check into a flight, manage their Krisflyer (frequent flyer) account, find out about promotions, and even choose their meal for their next flight. Given that agents’ commissions can be up to 7.5% of total operating costs (and reservations/ticketing a further 5.4%), effective use of IT can significantly reduce costs and enhance service levels.

SIA’s Web Site

Main Web Site : At http://www.singaporeair.com/

Krisshop Pre-Order Service : At http://www.krisshop.com/ , offer passengers the convenience of making their purchases online with new pre-order function.

KRIS SHOP : At http://www.krisshopair.com.sg/

Others websites

## Magazines ## This is KrisShop inflight and mail order shopping guide with over 122 exquisite pages, providing multi-lingual texts, but more descriptive in English. It consists of many types of information such as jewellery, fashion, living, travel essentials, timepieces, exclusively SIA that contains SIA-branded luggage and accessories, soft toys, model aircrafts, games, an SIA talking stewardess doll set and a girls’ SIA sarong uniform to promote a regional feel.

Example of special promotion of SIA

· Singapore stopover holiday (2009 - 2010)
It is starting from US$1 that provides the better time to visit Singapore from 01 April 2009 - 31 March 2010. In addition, you can now enjoy privileges on dining, shopping, entry to tourist attractions, car rentals around Singapore, enjoy a generous 50% discount on the à la carte food menu at the coffee house or selected outlet at the Singapore Stopover Holiday hotel you stay at including 15% discount on Category A - F for hotel stay.

· SIA Holiday
Offering you a range of travel choices to Singapore, Southeast Asia, Hong Kong and progressively to more destinations worldwide. These packages comprise attractive airfares, hotels and transfers bundled together to provide you a variety of value-offers.

· Boarding pass privileges program
Within 7 days of your flight, present your Singapore Airlines or SilkAir boarding pass at participating outlets to receive discounts on hotel accommodation, shopping and lifestyle, dining, tourist attractions and transport services.

· SIA convention
Under the slogan “First in the air, then on the ground, now in relationships” of SIA - leading organizations and business around the world know they can rely on SIA Conventions to help stage excellent meetings and conferences. It’s the service that helps put meetings, incentive tours, conventions and exhibitions together.

### Frequent-Flyer Programes ###

The Singapore Airlines frequent flyer program has two categories.

The Kris Flyer and PPS program further deepen SIA’s ability to dig into customers mind, serve them better and build loyalty.

SIA partners with several world top hotels, car rental, credit card companies and even a telecommunications company. Passengers can earn miles when they fly, stay, charge, call, book, drive or make purchases from any of its partners worldwide. With the frequent flyer program, customers are ‘locked-in’ to SIA.

## KrisFlyer ##

Miles are earned and redeemed on Singapore Airlines' own services as well as with Krisflyer partners. Partners include all Star Alliance members, SilkAir, Virgin Atlantic and numerous hotel chains and car-hire companies. KrisFlyer is divided into 3 programs.

# KrisFlyer KrisFlyer membership gives you the opportunity to earn miles for travel to your favourite destinations. You can also redeem KrisFlyer miles for upgrades to the next higher class of travel on Singapore Airlines, SilkAir and some Star Alliance airlines.

As a KrisFlyer member, you will be among the first to receive the latest promotions. And the more frequently you travel, the sooner you will advance to higher levels of KrisFlyer membership, where you can enjoy even more exclusive benefits and greater recognition.

# KrisFlyer Elite Silver status is given to passengers who have accrued 25,000 miles, within a 12-month period.
Your KrisFlyer Elite Silver benefits include:
----- 25% tier bonus on KrisFlyer miles
----- Priority reservation waitlist
----- Priority airport standby
----- Waived or reduced KrisFlyer service fees

# KrisFlyer Elite Gold status is given to passengers who have accrued 50,000 miles (80,000 km), within a 12-month period. In addition to all of the benefits of KrisFlyer Elite Silver, you will enjoy a host of services reserved exclusively for KrisFlyer Elite Gold members, together with the full complement of Star Alliance Gold privileges on all Star Alliance airlines.
Your KrisFlyer Elite Gold benefits include:
----- Star Alliance Gold lounge access
----- Extra check-in baggage allowance
----- Priority airport check-in
----- Priority boarding when traveling in Economy Class
----- Priority baggage handling
----- Access to SilkAir lounges

## The PPS Club ##

Priority Passenger Service (PPS) is for passengers who have accumulated S$25,000 worth of PPS Value within a year. PPS Value is accrued while flying Singapore Airlines Suites, First Class or Business Class on Singapore Airlines, or Business Class on SilkAir. This is the club that recognizes your status, reflects your personal tastes and rewards you with the most exclusive of travel experiences.

The PPS is divided into 3 programs.

# PPS Club As a PPS Club member, you are assured of our dedication to providing you with the level of service and personalized attention that only membership in an exclusive club can bring, together with a host of privileges that will make your entire travel experience more comfortable, more convenient, more satisfying.
----- Guaranteed Reservation
----- Priority Reservation Waitlist
----- Priority Check-in
----- Increased Check-in Baggage Allowance
----- Priority Baggage Handling
----- Extended Use of Singapore Airlines SilverKris Lounges*
----- Access to SilkAir Lounges*
----- Access to Star Alliance Gold Lounges*
----- 25% Tier Bonus on KrisFlyer Miles
----- Renewal Gift
----- Waived or Reduced KrisFlyer Service Fees
----- Worldwide Emergency Assistance
----- Overseas Emergency Medical and Travel Accident Insurance
----- PPS Club Service Numbers

# Solitaire PPS When it comes to exclusivity and prestige, the Solitaire PPS Club stands in a class of its own. As a Solitaire PPS Club member, you will be accorded some very special privileges in addition to all of those offered by the PPS Club.
----- Use of Virgin Atlantic Revivals Lounge in London
----- Check in at the First Class counter
----- Premium Services team will assist you through to the First Class Check-In Reception, an elegant facility located next to Immigration.
----- Etc.

# Solitaire PPS Club Life
----- Priority check-in
----- Increased check-in baggage allowance
----- Priority airport standby
----- Priority baggage handling
----- Priority boarding
----- Priority reservation waitlist
----- Special meal preference
----- Seat preference
----- Extended use of SilverKris Lounges
----- Access to SilkAir Lounges
----- Access to Star Alliance Gold Lounges
----- Membership renewal gift
----- Etc.

All PPS members have priority check-in, baggage handling, guaranteed Economy Class seats when wait-listed on Business and First Class and have access to the business-class section of the Silver Kris Lounge. Solitaire PPS members and their spouses also access First Class check-in and the First Class sections of Silver Kris Lounge.