Qantas and British Airways` recent campaign promotion in Singapore has triggered consumers` enthusiasm to travel again. Themed `It`s time for a more rewarding journey`, the airfare promotion resulted in a 15 per cent increase in ticket sales over three months, as compared to the same period last year. This latest promotion by the airlines was part of a global campaign launched in July to spread the message that it was time to fly again in the post-SARS and Iraq war environment.
Worth over a quarter of a million dollars, this three-month long promotion boosted ticket sales of both airlines with a peak increase of 30 per cent in the first month when it was first launched. Singaporeans who purchased Qantas and British Airways flights to any destination, including special promotion tickets on any class of travel from 1 July to 30 September 2003, were enticed by the passport of rewards they received at point of purchase.Ê
Qantas and British Airways teamed up with 12 partners from hotels, retail outlets, travel agencies, restaurants, gyms and spas to offer customers a passport of attractive rewards. These included Country Road vouchers, free ties and special discounts off custom-made shirts from CYC Tailors, a special price on an Olympus digital camera and two weeks free membership at Planet Fitness. Partners such as Country Road and CYC Tailors were the favourite among customers who utilised the passport of rewards, with about 100 vouchers and 200 free ties redeemed respectively.Ê
Angeline Hoon, Marketing Manager for CYC Tailors said, “We were very encouraged by the overwhelming response of redemptions made. It has helped to raise the brand awareness of our store and we are glad to be a part of this massive promotion.”
Stephen Limbrick, regional general manager for Qantas and British Airways South East Asia, said, “The success of this promotion is certainly a boost to the airline industry, as well as the sectors of our participating partners. This campaign proved to be a highly effective and creative means of stimulating and igniting the underlying consumer demand for travel. We are glad that through this campaign, Qantas and British Airways have kick-started travellers` desires to fly the skies again.”