LOS ANGELES: Singapore Airlines is launching a PR campaign to promote a new 18-hour, 5,600-mile, non-stop flight from New York to Singapore that breaks the record for the longest-distance route.
The campaign, which is intended to highlight the airline's new fleet of long-range luxury aircraft, is the second phase of a program that began earlier this year with the debut of the longest-duration flight between LA and Singapore.
"We're basically trying to take what is in this industry a daily announcement and turn it into a powerful vehicle for Singapore Airline's messages," explained James Boyd, head of US PR.
Boyd added that the campaign is faced with the challenge of explaining why consumers would want to be on an aircraft for 18 hours in a single stretch.
Aided by Weber Shandwick, Singapore has created a 10-point PR plan aimed at positioning the launch and the new aircraft as a renaissance in travel, evoking "the emotion of air travel" that is similar to the strategy of the "Pan Am position you saw in the early '70s, when air travel was special and exciting," said Boyd.
Part of that effort includes a launch party in the penthouse of Trump Tower, where reality show The Apprentice was shot.
"Our venue was designed to be as much of a draw as the announcement," said Boyd, noting that the exclusive room has gained cache since the show.
Singapore also has created two VNRs that focus on scientific studies about how to manage sleep during long flights. It is also planning an SMT with the airline's food and beverage manager to showcase the new aircraft's amenities.
Travel media outlets also are being pitched on the flight and the aircraft itself as a new trend in long-distance flying that not only cuts travel time, but offers increased bonuses, such as an economy-class lounge.
Media have been invited on inaugural flights, and outlets including NPR and The New York Times are expected to attend.