Singapore Airlines Unveils the World’s First A380
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Holmes Report
CEO

Singapore Airlines Unveils the World’s First A380

From Oprah to the Ottumwa Courier Singapore Airlines made headlines and history with the launch of the new A380 aircraft, reaching more than 260 million Americans with its messages.

Paul Holmes

From Oprah to the Ottumwa Courier Singapore Airlines made headlines and history with the launch of the new A380 aircraft, reaching more than 260 million Americans with its messages. 

 

SITUATION ANALYSIS

In October 2007 Singapore Airlines’ (SIA) became the first carrier to launch passenger service on the A380, the world’s largest aircraft.

 

Leading up to the launch, problems with Airbus production and the plane’s sheer size had media tongues wagging and did not conjure images of the personalized service and luxury Singapore Airlines is known for.  The challenge was to introduce the new aircraft and communicate how one of the world’s most respected airlines was delivering a superb, not oversized or over hyped, experience at 40,000 feet.

 

OBJECTIVES

·        Garner media coverage for the new aircraft and cement Singapore Airlines position in history as the first to fly the A380

·        Raise awareness of the airline in key

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