Tag: Singapore Airlines

Singapore Airlines steers sponsorship for F1 Singapore GP through 2028

MUMBAI: Fasten your seatbelts, because Singapore Airlines (SIA) isn’t just cruising past the chequered flag; it’s doubling down.

The airline has committed to four more years as the title sponsor of the Formula 1 Singapore Grand Prix, cementing its partnership with one of the most anticipated events on the F1 calendar.

Since first revving up as the title sponsor in 2014, Singapore Airlines has proudly supported this electrifying race for 11 years, and now, the track is set for an extension covering 2025 to 2028. The event will retain its full-throttle name, FORMULA 1 SINGAPORE AIRLINES SINGAPORE GRAND PRIX, kicking off this year from 3-5 October at the iconic Marina Bay Street Circuit.

This is no ordinary Grand Prix—it’s a spectacle.

Imagine the roar of engines reverberating through Singapore’s city streets, illuminated by a stunning night-time skyline. It’s not just a race; it’s a showstopper that puts Singapore on the global map as a premier business and tourism hub. The event draws racing fans, tourists, and international businesses alike, creating an economic ripple effect that benefits SIA’s global network.

What makes this partnership so special?

Commenting on the renewed partnership, Singapore Airlines chief commercial officer Lee Lik Hsin said, “The Singapore Grand Prix is an important event in Singapore’s sporting and tourism calendar. It has become iconic not just for showcasing our beautiful skyline but also for highlighting Singapore’s position as a key global hub. This extension underscores Singapore Airlines’ long-standing commitment to supporting the development of sports and tourism in Singapore.”

Meanwhile, Formula 1 chief commercial officer, Emily Prazer added, “We are delighted that Singapore Airlines will continue as the title sponsor of the FORMULA 1 SINGAPORE AIRLINES SINGAPORE GRAND PRIX. Singapore has become one of the most revered Grands Prix on the calendar, and it is through the hard work and dedication of partners such as Singapore Airlines that we can continue to deliver such a strong event. We look forward to continuing to work with them to further elevate this event for years to come.”

Beyond the adrenaline rush, the race serves as a turbocharged driver for Singapore’s economy, attracting thousands of attendees and coinciding with major international meetings and events. For Singapore Airlines, the sponsorship isn’t just about brand visibility—it’s about showcasing Singapore’s excellence to a global audience.

The renewed partnership promises to keep raising the bar. Whether you’re a racing enthusiast or a casual fan drawn by the glamour and glitz of the night race, the F1 Singapore Airlines Singapore GP guarantees high-octane drama, world-class entertainment, and Singapore’s signature hospitality.

So, what’s not to love? Stunning night-time views, thrilling races, and a brand partnership that screams excellence. Mark your calendars for October 3-5, 2025, and prepare to witness Singapore Airlines fly high—both in the skies and on the track.

January 16, 2025
Cathay and Singapore Airlines collaborate on sustainability initiatives

Mumbai: Cathay and Singapore Airlines (SIA) have signed a Memorandum of Understanding (MoU) to collaborate on a broad range of sustainability initiatives. These collective efforts are aimed at advocating for the development and use of sustainable aviation fuel (SAF) in the Asia-Pacific region, a critical decarbonisation lever for the sector, and sharing best practices to boost sustainability performance.

The MoU was signed by Cathay Group’s chief executive officer (CEO) Ronald Lam and Singapore Airlines CEO Goh Choon Phong in Dubai, the United Arab Emirates, on the sidelines of the 80th International Air Transport Association (IATA) Annual General Meeting and World Air Transport Summit.

The agreement, which focuses on two key areas, underscores both carriers’ commitment to achieving net zero carbon emissions by 2050 and affirms their aspiration to help drive sustainability changes in the airline industry.

Firstly, Cathay and SIA will jointly advocate for the greater use of SAF in the Asia-Pacific region. Initiatives in this area will include raising public awareness about SAF’s critical role in decarbonising aviation, advocating for supportive policies in the region, and promoting the creation of a standard global accounting and reporting framework to ensure the transparency and verifiability of emission reductions from the use of the fuel. The airlines will also explore potential opportunities for joint procurement of SAF at selected locations. These are aimed at boosting SAF production and supporting its wider adoption in the airline industry.

The second area of focus will be the exchange of best practices to reduce single-use plastics, minimise waste, and improve energy efficiency in ground and cargo operations. This will allow Cathay and SIA to improve their sustainability performance, and speed up the development and implementation of sustainable solutions in their operations.

Cathay Group CEO Ronald Lam said: “As part of our collaborative ethos of ‘Greener Together’, we actively seek like-minded industry leaders for strategic partnerships in transitioning to sustainable aviation. Our collaboration with Singapore Airlines aims to accelerate and support the development of the SAF supply chain in the region, fostering a reliable SAF ecosystem to enable the industry to achieve its long-term decarbonisation goals. Cathay was one of the first airlines in Asia to set a target of 10 per cent SAF for its total fuel consumption by 2030, and we are undertaking a multi-pronged approach to contribute to the aviation industry’s transition towards a greener future.”

Singapore Airlines CEO Goh Choon Phong said: “Singapore Airlines is committed to embedding sustainability in all aspects of our operations. At the same time, we recognise that we cannot achieve our targets alone. Our partnership with Cathay signifies our mutual ambition to enhance collaboration in sustainability initiatives in the Asia-Pacific region. Together we are helping to set the foundation for a more sustainable aviation industry, and ensure that future generations continue to reap the benefits of air travel.”

June 5, 2024
Riyadh Air & Singapore Airlines sign strategic agreement to establish commercial partnership

Mumbai: Riyadh Air and Singapore Airlines (SIA) have signed a Memorandum of Understanding (MoU) to establish a new partnership between the two airlines.

The agreement was inked by Riyadh Air CEO Tony Douglas and Singapore Airlines CEO Goh Choon Phong on the sidelines of the 80th International Air Transport Association (IATA) Annual General Meeting and World Air Transport Summit in Dubai, the United Arab Emirates, on 2 June 2024.

Under the MoU, the carriers will explore opportunities for interline connectivity on each other’s services, subject to regulatory approval. They will also work on other potential areas of commercial cooperation, including codeshare arrangements, reciprocal benefits for their frequent flyer programme members, cargo services, customer experience, and digital innovation as a precursor to a deeper, long-term, strategic partnership.

These will potentially offer Riyadh Air’s guests access to SIA’s network in South East Asia and the South West Pacific region, and SIA’s customers greater access to the Middle East region through Riyadh Air’s network.

Riyadh Air is a new airline based in Saudi Arabia, and it is expected to commence commercial operations in 2025, offering customers travel options to and from the Middle East.

Riyadh Air CEO Tony Douglas said: “Our strategic partnership with Singapore Airlines unlocks significant benefits for our future guests as it grows our network in partnership with the World’s Best Airline. We see huge potential for strong connectivity in South East Asia and both Australia and New Zealand through the award-winning hub at Singapore Changi Airport, while also providing opportunities for westbound passengers to connect across the Kingdom of Saudi Arabia and the Middle East region on Riyadh Air. This relationship is a meaningful and deep cooperation that starts with a wide-ranging codeshare agreement and is expected to include a broad range of areas including digital and technology, loyalty and cargo.”

Singapore Airlines CEO Goh Choon Phong said: “This win-win strategic partnership with Riyadh Air will enable us to offer even more options, enhanced connectivity, and greater benefits to our customers. Together, we can facilitate the growth of passenger travel between Saudi Arabia and Singapore, and beyond, via our respective networks, supporting both tourism and business links. The MoU will also allow us to find ways to work together to enhance customer experience and cargo services, and harness digital tools and solutions, potentially bringing greater benefits to both airlines in the future.”

June 4, 2024
IdeateLabs promotes Porus Jose as CCO

MUMBAI: IdeateLabs has recently appointed two senior creative directors to their team – Sajid Dadarkar and Ashwini Vyas. Among their various other responsibilities, the duo will be instrumental in charting a creative strategic roadmap for the agency and transforming the communication approach for its accounts.

The duo would be reporting to Porus Jose, who has been promoted to the role of CCO for the agency. Jose has been with IdeateLabs for more than 4 years and has driven creative practice with a team of more than 110 people reporting into him.

Both Dadarkar and Vyas come with close to 15 years of experience each, in leading creative teams in some of the top advertising agencies. The innovative concepts, ideas and impact of the campaigns that they’ve worked on bear testimonials. Some of these campaigns were widely recognized across the Advertising & Marketing sectors.

Porus Jose said: “Experimentation is the cornerstone of great creative work. It’s one of the beliefs that Ash and Sajid share. The freshness of their thinking and their approach towards work will not only go a long way in bolstering the brands we work with, but will also bring cohesiveness in the team and boost the spirit. It is also an exhilarating time for the agency with a whole host of new initiatives and client wins. I am excited to be leading this team as we go marching into the digital-first future.”

IdeateLabs director Vrutika Dawda said: “Team IdeateLabs has always been the hub of creative professionals. Porus is an integral part of the think tank at IdeateLabs and has contributed immensely to the growth of the agency. Adding Ash and Sajid to the team will up the ante of our creative offerings. The idea is to make them the brand custodians, and inculcate the sense of ownership, accountability and responsibilities in the creative function. They will be the driving force in taking our clients from ‘satisfied’ to ‘delighted’. I’m sure, the team will benefit immensely from this senior leadership, led by Porus”.

Having worked on a diverse set of brands such as HUL, Lenovo, MRF, Royal Challengers Bangalore (RCB), Tata Motors, Vodafone amongst others, Ashwini strives to deliver maximum ROI for the brands with his creative energies. His mantra is to lend the x-factor to all the work his team delivers. Ashwini has the expertise in all those areas that IdeateLabs was looking for.

Sharing his reasons for joining IdeateLabs, Vyas said, “Over these years, I have been collecting creative experiences at some of the best advertising agencies in India. My aim is to uplift the art and groom my team for award-worthy ideas by providing them accurate direction. I am excited to work with this fun-loving bunch of people in the creative team. I plan to land some award-winning campaigns in the current year and make that a practice”

Sajid comes with a rich advertising background across agencies, spanning two countries. Having worked with vast and diverse portfolios from chocolates, baby care to automobile and airlines, he comes with a keen insight into the consumer’s mind and the way he/she behaves. He has worked with clients such as Fair & Lovely, Cadbury Dairy Milk, Parle-G, Pepsodent, Standard Chartered Bank, Singapore Airlines, Emirates Airlines, and Nissan, to name a few.

Dadarkar said, “I’m glad to be a part of the robust team at IdeateLabs. The kind of freedom I see in this Company is something I haven’t seen in many places. I plan to put my myriad experiences in the industry, working on a large spectrum of categories. Also, it will be a great opportunity to put this knowledge to use for the young and coming generations of creative minds”.

June 5, 2020
Bluebox and Vistara Celebrate one year of “Vistara World”
Dunfermline, UK: Bluebox Aviation Systems and Vistara, the Indian joint-venture between Tata Sons and Singapore Airlines, are marking the 1^st anniversary of the launch of Vistara World by going app-free. Vistara World is the airline’s free wireless streaming in-flight entertainment (IFE) service which streams content from the Bluebox Wow portable wireless IFE platform to passenger devices.

Since launching last year, Vistara World has been progressively rolled out to Vistara’s entire fleet of 31 aircraft, including Airbus A320 and the recently inducted Boeing 737-800NG aircraft.

As well as enabling passengers to stream IFE via the Vistara World app, Bluebox and Vistara will now provide passengers with an app-free solution. From 1 September 2019, passengers are able to watch Vistara’s DRM-protected content from their personal device browser*, without downloading the app. Previously only DRM-less content could be viewed without the app.

Vistara’s evolving content library includes a flight moving map, movies, TV shows and music in varying genres. In addition, one of the most popular elements of Vistara World is the membership enrolment page for “Club Vistara”, the airline’s loyalty programme – not surprising for an airline enjoying enormous popularity among its passengers.

“At Vistara we continue to invest in enhancing our service offerings to stay ahead of the curve. In the last year we have flown over 5 million customers who have consumed a variety of engaging content on ‘Vistara World’ and enjoyed the Vistara experience even more. The Bluebox platform’s convenience, robust capabilities and flexibility will now take this experience a notch higher,” said Mr. Sanjiv Kapoor, Chief Commercial Officer, Vistara.

“As well as providing secure, revenue-generating, feature-rich, and cost-effective wireless IFE platforms, we aim to make these as friction-less as possible for both our airline customers and their passengers,” said David Brown, Business Development Director, Bluebox. “With device software now available to enable us to provide app-free DRM content, we are able to make it easier for passengers to access the platform. That, in turn, means more of the benefits to Vistara of deploying the system can be realised – both in terms of positive passenger experience and the ancillary revenue generated by the system.”

Bluebox Wow provides wireless content streamed to passenger devices in any aircraft cabin, including a wide range of film, TV, audio, games and other digital content. With a remarkably low cost of ownership, Bluebox Wow is a discrete, portable, lunchbox-sized unit stowed securely in overhead bins.

* Technical requirements app-free DRM content viewing:
- Smartphones: iOS 11.2+ with Safari and Android v5+ with Chrome v75+
- Laptops: Chrome V69+ and Safari V11
September 3, 2019
Mullen Lintas wins creative mandate for Vistara

MUMBAI:Vistara — a joint venture between Tata Sons and Singapore Airlines (SIA) – has appointed Mullen Lintas to manage its communication mandate, after conducting a multi-agency pitch. Mullen Lintas was hired for its understanding of the brand aspiration, sharp articulation of the brand’s positioning combined with a fresh and buoyant creative idea.

Commenting on the appointment of Mullen Lintas as its creative agency, Tata SIA Airlines marketing VP Kishore Mardikar said, “We’ve managed to make a significant impact with discerning airline passengers since we launched operations more than a year ago. The aim now is to push the envelope and establish benchmarks that would make us not only the best airline in India, but also amongst the best in the world, and to effectively communicate who we are and what we stand for to the world. With able support from our creative partner Mullen Lintas, we are confident of scaling and communicating the stated objective in a manner that will be visible to and appreciated by all.”

On being chosen to handle the brand communication mandate for the airline, Mullen Lintas CCO and chairman Amer Jaleel added, “Our run with new business in 2016 is encouraging with the Vistara win. What makes it sweeter is that we won it in an intense contest against a dozen agencies. Adding another Tata Group company to our portfolio is a special feeling, and made even more special with the storied history of their partner Singapore Airlines. Vistara’s product offering is like a breath of fresh air. Our work resonated with the brand’s vision of making people look forward to flying once again.”

Highlighting the uniqueness that a brand like Vistara brings along, Mullen Lintas CEO Virat Tandon said, “Creating identity for a brand such as Vistara, is a once in a lifetime opportunity. Every flyer can vouch that Vistara has brought back the joy in air travel. The strength of Vistara is its unique value proposition and its parentage that makes it a world-class airline. Our job is to create its brand identity around Vistara’s philosophy of seamless service, innovation and personalisation and to communicate to the masses that it is an airline brand that will be sought after by the discerning flier.”

Tasked with the mandate to develop a national communication campaign for the airline, Mullen Lintas has unveiled its inaugural campaign that highlights the uniqueness of flying in Vistara and the many benefits that it has in store for customers. Moreover, to drive forward its message of being the carrier of choice for its customers, Vistara has appointed Deepika Padukone as the brand ambassador for the inaugural brand campaign. With her innate style & charm, Deepika Padukone essays a very intimate and personal portrayal that discovers the wondrous child in her as she savours the pleasure and magic of flying with Vistara.

The multi-media campaign spans the traditional TVC route and will be backed with rapid bursts on digital platforms like Facebook & Youtube. In fact as a precursor to the launch of the campaign, Vistara unveiled a short 15 second teaser film on its Facebook page that invited customers to guess which celebrity feels like a child by flying in their airline. The response has been over-whelming with the video receiving more than 2.5 lakh views and significant number of comments from the users.

The main TVC that has been launched shows Deepika Padukone walking her way to the airline. As she takes the epic walk, the inner child in her takes over and she begins relishing every moment of her journey in Vistara. From her innocuous behavior upon getting a seat of choice in the flight to the premier facilities that are offered to her and also the courteous behavior of the airline staff, she regales every small moment in child-like fashion and doesn’t want her journey to end. She sums up her journey by exclaiming: flying just feels new again in Vistara, and looking forward to flying again is in itself a new feeling.

August 22, 2016
Mullen Lintas wins creative mandate for Vistara

MUMBAI:Vistara — a joint venture between Tata Sons and Singapore Airlines (SIA) – has appointed Mullen Lintas to manage its communication mandate, after conducting a multi-agency pitch. Mullen Lintas was hired for its understanding of the brand aspiration, sharp articulation of the brand’s positioning combined with a fresh and buoyant creative idea.

Commenting on the appointment of Mullen Lintas as its creative agency, Tata SIA Airlines marketing VP Kishore Mardikar said, “We’ve managed to make a significant impact with discerning airline passengers since we launched operations more than a year ago. The aim now is to push the envelope and establish benchmarks that would make us not only the best airline in India, but also amongst the best in the world, and to effectively communicate who we are and what we stand for to the world. With able support from our creative partner Mullen Lintas, we are confident of scaling and communicating the stated objective in a manner that will be visible to and appreciated by all.”

On being chosen to handle the brand communication mandate for the airline, Mullen Lintas CCO and chairman Amer Jaleel added, “Our run with new business in 2016 is encouraging with the Vistara win. What makes it sweeter is that we won it in an intense contest against a dozen agencies. Adding another Tata Group company to our portfolio is a special feeling, and made even more special with the storied history of their partner Singapore Airlines. Vistara’s product offering is like a breath of fresh air. Our work resonated with the brand’s vision of making people look forward to flying once again.”

Highlighting the uniqueness that a brand like Vistara brings along, Mullen Lintas CEO Virat Tandon said, “Creating identity for a brand such as Vistara, is a once in a lifetime opportunity. Every flyer can vouch that Vistara has brought back the joy in air travel. The strength of Vistara is its unique value proposition and its parentage that makes it a world-class airline. Our job is to create its brand identity around Vistara’s philosophy of seamless service, innovation and personalisation and to communicate to the masses that it is an airline brand that will be sought after by the discerning flier.”

Tasked with the mandate to develop a national communication campaign for the airline, Mullen Lintas has unveiled its inaugural campaign that highlights the uniqueness of flying in Vistara and the many benefits that it has in store for customers. Moreover, to drive forward its message of being the carrier of choice for its customers, Vistara has appointed Deepika Padukone as the brand ambassador for the inaugural brand campaign. With her innate style & charm, Deepika Padukone essays a very intimate and personal portrayal that discovers the wondrous child in her as she savours the pleasure and magic of flying with Vistara.

The multi-media campaign spans the traditional TVC route and will be backed with rapid bursts on digital platforms like Facebook & Youtube. In fact as a precursor to the launch of the campaign, Vistara unveiled a short 15 second teaser film on its Facebook page that invited customers to guess which celebrity feels like a child by flying in their airline. The response has been over-whelming with the video receiving more than 2.5 lakh views and significant number of comments from the users.

The main TVC that has been launched shows Deepika Padukone walking her way to the airline. As she takes the epic walk, the inner child in her takes over and she begins relishing every moment of her journey in Vistara. From her innocuous behavior upon getting a seat of choice in the flight to the premier facilities that are offered to her and also the courteous behavior of the airline staff, she regales every small moment in child-like fashion and doesn’t want her journey to end. She sums up her journey by exclaiming: flying just feels new again in Vistara, and looking forward to flying again is in itself a new feeling.

August 22, 2016
Singapore Airlines appoints Zenithoptimedia as global AOR

MUMBAI: Singapore Airlines has appointed ZenithOptimedia Group as agency of record (AOR) to manage its global media communications business both offline and online.

The contract will take effect from 1 October, 2015 and will see ZenithOptimedia Group continue Singapore Airlines’ media strategy of balancing traditional with new digital forms advertising.

The business will be led centrally from Singapore where there will be a contemporary agency team delivering a data led strategy across communication planning and performance marketing. The central team will work closely with ZenithOptimedia’s network to support Singapore Airlines’ local markets.

“We are absolutely delighted to be able to expand our relationship with Singapore Airlines. They are a leading global brand and we are really excited at the prospect of taking our partnership to the next level in supporting their marketing and communications,” said ZenithOptimedia CEO Gareth Mulryan.

This business extends the partnership from the search-only assignment that was won two years ago under the Performics brand, a division within ZenithOptimedia Group.

September 20, 2015