#KeepOurWingsUp
When Covid-19 first disrupted the airline industry, social media became the only channel for consumers of Singapore Airlines to communicate their anxiety.
I saw the need to shift public sentiment for our national carrier and initiated a pandemic brand approach for Singapore Airlines to uplift their staff and encourage empathy in our global community.
The first iteration of it was a manifesto — the agency loved it so much we were prepared to launch it in tandem with a press adaptation in print. But we didn't run it because my clients felt it was too honest for its time.
So I re-sold it as a strategic line and finally, launched it as a brand hashtag.
(The manifesto)
This is the original manifesto.
Now it lives on social media as the North Star that guided @singaporeair through the turbulence of 2020 as #KeepOurWingsUp.
Scroll to see the applications of my pandemic brand thinking.
Film: Soaring on New Wings
Storytelling the merger of SilkAir and Singapore Airlines — through the lens of real people who #KeepOurWingsUp.
My team and I turned the story of a "conversion training programme" into a narrative that honours the experience of every SilkAir Cabin Crew — while welcoming them to Singapore Airlines.The world can't take to the skies just yet. But we can empower every crew who've already earned their wings for their next flight.
Content Series: Stories From the Ground
A 5-episode content series on Facebook and Instagram Stories that turned the people who #KeepOurWingsUp into content creators to boost brand sentiment and brand engagement.
Here, we have an episode of Stories From the Ground featuring Chip, a Senior First Officer who vlogged about his charter flight that flew Singaporeans home from Istanbul.
