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