Singapore Airlines: A Publication for PPS Club Members

BRIEF

As part of Singapore Airlines’ (SIA) outreach to their premium-class flyers, Spafax Singapore was tasked to produce Priority, the PPS Club publication tailored to the distinguished, jet-set lifestyle. Content for Priority focuses on luxury travel, leisure and lifestyle activities, as well as information on SIA’s news, products and services.

SOLUTION

Originally available as a quarterly print magazine, we adopted a digital-first strategy from January 2020 and launched Priority online, making it available via the SingaporeAir mobile app. This engages with PPS Club members through digital-exclusive content published three times a week. Bimonthly video content was introduced in 2021.

To drive readership via the mobile app, Spafax Singapore has worked with Singapore Airlines since early 2022 to promote selected stories on the airline’s direct marketing channels. We also introduced Viewfinder, a new app-exclusive column that showcases visual storytelling through stunning photography.

RESULTS

Priority was named Best Marketing Innovation at the 2021 APEX/IFSA Awards. It exists as a valuable loyalty and customer engagement tool, promoting the airline as a leader in the realm of luxury travel.