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.
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.
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.
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.”
Thank you for your submission, someone from Mower will contact you shortly. You also now have access to all premium content on mower.com.
Thank you for your interest in Mower insights and emails. You should begin receiving the information you requested shortly. You also now have access to all premium content on mower.com
Thank you for your submission. As a subscriber, you now have access to all premium content on this site. Be sure to visit regularly to download new articles and ebooks.
In order to get the best possible experience using our website, we recommend that you upgrade to a newer version or a different web browser. Links to supported web browsers can be found below:Chrome
It looks like you are running Internet Explorer in Compatibility View. This site will only work if you turn this view off. Use the browser Tools menu to change your settings.