Singapore Airlines is revamping its marketing efforts and has put its integrated global marketing up for pitch with the aim of becoming the undisputed market leader.
The Drum, an online news source dedicated to marketing, reports that the Singaporean carrier has released a Request For Information (RFI) detailing the process, which is likely to culminate in early 2019. SIA wants to be seen as “inspiring passion in people and creating a vibrant innovation culture”.
The airline says it has been conducting a major internal repositioning and transformation since 2017 to address industry challenges of global competition.
As quoted by The Drum, the RFI document states: “As we review our business to be future fit, we are likewise doing the same to ensure we are collaborating with the right external marketing partners in the right way so that they will play a strategic role throughout our transformation.
“This tender is an invitation to agencies in Singapore to provide an integrated solution to help us cut through the changing marketing and communications landscape with impact, so as to elevate our iconic brand as we continue to spread our wings globally.”
Singapore Airlines new Airbus A350-900ULR (ultra-long-range) aircraft
Agencies pitching need to be able to manage capabilities across integrated strategy, brand and creative, media, content, website and app management and production.
Cutting down on jargon might help too.
Written by Peter Needham
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