SINGAPORE AIRLINES | TRAVEL & AVIATION

Pan-European Campaign for Global Airline Reaching 1M+ Travellers

Brand, strategy & content campaign to position Singapore as a leading stopover destination for long-haul travellers.

Services

  • Brand Creation
  • Content Consultancy
  • Development
  • Hosting & Infrastructure
  • UI/UX Design
  • Content Marketing
  • Editorial Management
  • SEO

Results

Scout delivered the “First Stop Singapore” brand, digital strategy & content campaign to position Singapore as the essential first stop on a multi-stop adventure between the Europe and Australia..

  • Created the “First Stop Singapore” campaign brand name & developed the brand identity that won a competitive pitch
  • 1M+ users across the campaign, delivering high engagement at scale
  • Generated 1M+ video views, with average dwell times of 2m 30s
  • Achieved CTR of 0.6–1% – outperforming travel industry benchmarks – driving qualified traffic direct to singaporeair.com
  • Premium partnerships with The Guardian, Evening Standard, Mr & Mrs Smith, High50, Secret Escapes and more
Singapore, Singapore - September 1, 2014: The Merlion fountain in front of the Marina Bay Sands hotel on September 01, 2014 in Singapore. Merlion is a imaginary creature with the head of a lion, seen as a symbol of Singapore

The Brief

Singapore Airlines wanted to reposition Singapore as the premier stopover hub for travellers heading to South East Asia, Australia, and New Zealand.

The brief was to build a campaign that inspired affluent, millennial, family, and business audiences while driving bookings. Importantly, the client sought a distinct brand identity that would differentiate the project from generic tourism campaigns and reinforce Singapore Airlines’ own products and benefits.

The Solution

Scout’s winning pitch introduced the “First Stop Singapore” brand name and identity – an alliterative, memorable concept that perfectly captured the idea of Singapore as the essential first stop on a multi-stop adventure between the UK and Australia.

  • Brand Creation: Developed both the campaign name and identity, which became the cornerstone of the entire project.
  • Editorial Content: Rich multimedia features under Signature Singapore (must-sees) and Secret Singapore (hidden gems). Content spanned articles, photo essays, and video, designed to be fun and inspiring while consistently reinforcing Singapore Airlines’ advantages.
  • Media & Tastemakers: High-quality tie-ins with media outlets (Evening Standard features such as “Top 10 Things to Do in Singapore”), alongside tastemaker input from figures like Jason Atherton and Phil Spencer.
  • Product Integration: Seamless incorporation of Singapore Airlines’ key products such as Stopover Holidays and Excursions into editorial content.
  • Amplification: A 12-month multi-channel campaign combining SEO/SEM, targeted PPC, video promotion, social media, email, programmatic display, and content partnerships across Europe.
  • Technology: A clean, responsive, multi-language campaign website with robust hosting and analytics to track engagement.

The Outcome

First Stop Singapore proved to be a standout campaign, delivering brand impact by reframing Singapore as a destination in its own right, while also achieving clear commercial outcomes through traffic, engagement, and bookings.

  • Attracted and engaged over 1 million users across the campaign, significantly exceeding expectations.
  • Delivered 1M+ video views, long dwell times, and high interaction rates, proving the strength of the content strategy.
  • Achieved CTR of 0.6–1%, outperforming industry benchmarks for travel content and display campaigns, and funnelling qualified users directly into the booking journey at singaporeair.com.
  • Cemented Singapore’s positioning as not just a stopover but a destination in its own right, differentiating it from competitors like Hong Kong.
  • The brand name and identity, microsite, and content execution showcased Scout’s ability to deliver strategic creativity, design excellence, and campaign-scale project management under tight timelines.

Key Features

  • Digital Strategy & Consultancy
  • Content Consultancy
  • Analytic & Reporting
  • Technical SEO
  • UI/UX design
  • Maintenance, Support & Optimisation
  • SEO Content

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