Singapore Airlines: Strategy taking flight

Singapore Airlines, the airline, delivered an increase in revenue with its transformative use of data in a 32-country campaign.

Campaign details

Brand: Singapore AirlinesBrand owner: Singapore AirlinesLead agency: PHD SingaporeContributing agency: TBWA SingaporeMarket: GlobalIndustries: AirlinesMedia channels: Programmatic displayBudget: Up to 500k

Executive summary

This paper describes how Singapore Airlines (SIA) delivered a 63% increase in revenue, and delivered an overall revenue ROI of 61:1 from its Annual Global Fare Sale campaign, through a transformative use of data.

The use of data was crucial in every stage of this campaign, including:

  • Driving strategic clarity through a new clustering approach for SIA's 32 countries (comprising of more...

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Insights Team
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