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 Airlines Brand owner: Singapore Airlines Lead agency: PHD Singapore Contributing agency: TBWA Singapore Market: Global Industries: Airlines Media channels: Programmatic display Budget: 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.

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