Singapore Airlines and Discovery Channel enter sponsorship partnership

Discovery Channel and Singapore Airlines today announce a new partnership around a major international advertising and sponsorship deal, encompassing a broad scope of activity across both on-air and online platforms.

The deal commencing on January 7th, will run for twelve months, and sees Singapore Airlines become a major partner for Discovery’s flagship channel in the UK.  The campaign will feature a range of sponsorship bumpers, with each creative execution including a range of fun facts about the Singapore Airlines iconic Airbus A380 passenger jet.

The partnership will be reflected online with a co-branded luxury travel microsite. The microsite will include articles on Singapore Airlines’ latest cabin products, specialist airline features and destination guides on some of Singapore Airlines’ 61 exciting destinations around the world. The campaign will also see four luxury quarterly competitions running on the microsite, to be similarly promoted on the channel via Discovery’s on-air marketing team, making Singapore Airlines the first major commercial partner for Discovery’s UK and Ireland website, in 2011.

The campaign will further involve a series of commercials showcasing Singapore Airlines’ exclusive features such as the luxury on-board private suites with beds, wardrobes, entertainment centre and a Kris World “Book the Cook” gourmet dining service. These will be aired in the UK and Germany.

The sponsorship, negotiated by Jane Reynolds, Brand Solutions Manager, Discovery Networks UK, Damien Gillman of MEC Access and Tony Lusk of Singapore Airlines, aims to raise awareness of Singapore Airlines’ luxury travel offering and will target Discovery Channel’s upmarket audience of predominantly ABC1 males.


Jane Reynolds, Brand Solutions Manager, Discovery Networks commented: “We are very pleased to team up with Singapore Airlines who are natural fit for the Discovery brand in the UK. This is an exciting first for our flagship channel and the partnership will extend across the Discovery platforms with a range of creative executions.  We believe the partnership will add value to our consumer offering.”

Tony Lusk, Sales and Marketing Manager UK and Ireland, Singapore Airlines said: “Singapore Airlines is a proud partner of this new venture with Discovery Networks and is excited to be facilitating new opportunities as the channel’s first ever major partner.  Our two brands are a natural fit, sharing some core values, including the importance of harnessing the latest technologies for the benefit of our customers – providing an unforgettable experience whether exploring the world on a Singapore Airlines plane or via television.”