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International: O&M bags SilkAir account

31-August-2001
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International: O&M bags SilkAir account

SilkAir, the intra-regional airline subsidiary of Singapore Airlines, has awarded its business to Ogilvy & Mather Singapore after a lengthy pitch process. Billings were not disclosed.

Several of the Lion City's ad agencies were involved in the first round of pitching early 2001, with incumbent BateyAds and O&M reaching the final two. BateyAds is responsible for the bulk of the Singapore Airlines account.

O&M was handed the branding program by the SilkAir selection committee after a final pitch in mid-August, says SilkAir Marketing Communications Executive Alvin Tan.

Branding in its own right is a new approach for the airline, whose advertising has previously been predominantly tactical. The carrier changed its name from Tradewinds to SilkAir in 1992. "This represented [its] evolution from a holiday resort airline to one that caters to both business and leisure travelers," says Mr. Tan.

Since then, SilkAir has conducted an annual review of its marketing strategies and positioning. At the last review, it was decided the airline should move to the second phase of its development, Mr. Tan adds. "As a young growing airline, it was timely to consider actively pursuing its own vision and mission. With this in mind, the airline initiated a selection of advertising agency to fulfill [its] needs."

It was originally thought SilkAir might hold off on advertising due to uncertainty about the economy.

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