SilkAir EXPLORERS

SilkAir is a regional airline from Singapore that flies to exotic Asian destinations that people know little about. 

The Challenge

Promote these destinations in a way that intrigues the target audience, who are used to visiting touristy destination.

The solution

We recruited existing SilkAir passengers as SilkAir Explorers. For a chance of a year's worth of free flight, passengers shared their true-life travel stories. We turned their journeys into epic travel journals. These journals are published online where our explorers can share their memories with their friends. The microsite also features travel tips and insider knowledge on these hidden gems of Asia. These were accompanied by promotions and exclusive travel offers.

We constructed life-sized experiential journals complete with sight, sound, smell and taste so passers-by could experience the richness and beauty of the destination. By scanning the QR codes on the journal, users are presented with rich media and subsequently drive to the campaign side.