Communication · ROOTS PR
Embark on a Year-End Journey to New South Wales
No direct flights, a tight budget and a destination to sell, a dual-track PR and influencer play for Singapore Airlines and Destination New South Wales.
The Challenge
Selling a destination with no direct route.
Singapore Airlines grew from a modest 1950s carrier into one of the world’s premier airlines. The 2023 campaign aimed to lift awareness and drive bookings to New South Wales via Singapore Airlines, but two obstacles stood in the way: the airline offered no direct flights to the destination, and wasn’t travellers’ first choice. The team also worked within strict budget constraints.
The Solution
PR and influence, in two tracks.
ROOTS developed a dual-track approach combining PR and influencer marketing. The PR team negotiated media partnerships with luxury lifestyle publications, securing value-added placements featuring trending New South Wales destinations, with content tailored to each outlet’s audience.
In parallel, the influencer team identified creators who had already visited the region and could authentically share their experiences, emphasising flight bookings with Singapore Airlines through engaging, real-time content.
The Impact
Authentic stories did the selling.
The campaign secured RM 70,000 in value-added deliverables from the media titles engaged, and amplified existing creator content showcasing New South Wales, turning real journeys into a compelling case for booking with Singapore Airlines.
Real journeys, authentically told, and booked on Singapore Airlines.
