The full-scale, evergreen brand campaign was designed to refresh Singapore Airlines, spanning all touchpoints from offline to online and on air.
This campaign site serves as the central hub for all "Welcome to World Class" assets, housing key visuals, the brand story, and additional campaign materials.
Client
Singapore Airlines
Year
2022 - Present
Role
UX Lead
Team
Design Director
Project Manager
Developer
Copywriter
Focus
Branding
UI Design
UX Design
Planning
A collaborative effort at TBWA\Singapore for Singapore Airlines, this project was powered by seamless cross-agency teamwork.
Originally intended as a one-time campaign, its success surpassed expectations, with campaigns consistently outperforming goals and achieving exceptional clickthrough rates.
What began as a single phase has now evolved into 3-4 iterations, each running for about six months, showcasing the campaign’s ongoing success and adaptability.
It is now an evergreen brand page that has thrived beyond it's campaign period, and now as an overall brand experience.
The focus has now shifted to its long-term viability, utilizing a plug-and-play approach that allows for the seamless integration of new parts and modules, ensuring the brand page remains fresh and impactful throughout.
The "Welcome to World Class" campaign page has evolved over the past two years, continually offering fresh perspectives to engage audiences.
The first rendition aimed to elevate the brand, positioning it as world-class by highlighting their offerings and enhancing the customer experience through a focus on the five senses.
Some of my favourite snippets from the different phases of the campaign.
The "Welcome to World Class" landing page serves as the central hub for all key elements of the campaign, making it critical to its success.
As the Design Director, I personally led the project in a hands-on capacity, working as the sole designer and collaborated closely with multiple teams and counterparts. I ensured seamless stakeholder communication and timely delivery, overseeing every detail to align with the campaign’s vision.
