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...