SilkAir - All-in Escape

SilkAir - All-in Escape

Last year, Singapore Airlines announced it was accelerating the expansion of its regional carrier SilkAir, extending SilkAir’s reach into the massive markets of China and India after decades of focusing growth in Southeast Asia.

However, SilkAir has often been confused with being a regional budget airline. Says SilkAir CEO Leslie Thng

Consumers still perceive SilkAir as a low-cost carrier, to a certain extent, partly because we do operate the narrowbody aircraft. There is a perception that narrowbody aircraft equates to low-cost carriers.

To promote and explain SilkAir’s full-service proposition, the airline has launched a marketing campaign, called A Joy to Fly.

Part of this campaign is a new web-based game called All-in Escape , where participants can win daily prizes based on their knowledge of SilkAir’s services.

In the game, players must match icons that depict SilkAir products and services with clues. Participants have to enter a unique combination of 3 icons, of which the first 2 will be prompted by clues. Once they get the first 2 icons correct, they are entered in a grand lucky draw where they can win a pair of return Business Class tickets to new Silkair destination Kalibo (on the island of Boracay in the Philippines) or Hangzhou.

Participants have to use their Facebook account to log in to play and are entitled to 3 tries per day at unlocking the unique combination. To win one of the 40 prizes given out daily, ranging from return trip tickets, airfare discounts, complimentary lounge access, complimentary seat upgrade, and additional baggage allowance.