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Singapore Airlines: New Service Launch

Lighting Up the Sky For A Launch

Situation

Singapore Airlines was launching transatlantic service from the East Coast—New York City. Our agency was charged, with just one month’s notice, to reach as broad an audience as possible with the news.

Insight

The timing of the launch happened to coincide with New York’s Quincentennial celebrations over July 4 weekend. We saw an opportunity to seize center stage leading into the other celebrations with the Singapore Airlines news.

Solution

We enlisted the famous Grucci family, already responsible for the city’s Quincentennial fireworks display, to design a special, separate fireworks event at the Brooklyn Bridge for Singapore Airlines. Convincing the city, for only the second time in its history, to close the bridge for the event, we also stationed a barge below on the East River with a brightly lit, oversized Singapore Airlines logo.

Results

Every major TV network, local NYC station, newspaper and wire service covered the airline’s new route. The New York Times, for instance, wrote “On July 2, Singapore Airlines plans to begin six flights a week from Kennedy International Airport to Singapore, via the Atlantic…Singapore Airlines becomes the only airline serving the Far East by way of both the Pacific and Atlantic.”

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