The Challenge

Singapore Airlines wanted to position themselves in the UK market as the best airline for a culture-seeking millennials. They also wanted to show how their flight attendants are at the heart of the their premium service.

The Solution 

My team at Culture Trip came up with ‘Travel Insiders’, a global five-part content series featuring real cabin crew exploring the cities they frequently visit. I was responsible for devising and producing the written content for the microsite. This involved sourcing specialist writers with local knowledge in Capetown, London, Tokyo, New York and Kolkata.

The Results

  • A total campaign reach of 4.6m
  • Over 41k social engagement
  • 4.4m hub and social video views (1108% over delivery)