ILLUSTRATIONS TELL TRAVEL STORY IN REAL TIME
Singapore Airlines was struggling to capture the hearts and minds of young New Zealanders due to its premium, international positioning. The brand approached us to reposition Singapore Airlines for this market with the launch of a Facebook competition. It would be realised in the form of a story and told visually as the adventures unfolded.
The brief was to develop a series of five illustrations focusing on South-East Asia that could drive relevant online conversations amongst the younger demographic helping to localise the brand. The idea was that the illustrations should appear like real diary or sketchbook entries, hence the hand rendered technique used by illustrator Jo Tronc.
The intrigue surrounding the ancient and cultural stories of South-East Asia anchored the competition. Entrants were invited to share their ultimate Asian story on Facebook, vote for their favourite activities and tag their friends and family with whom they wanted to travel. As the story grew, Jo Tronc’s illustrations reflected the adventures visually.
Excitement and awareness of the campaign were driven through social media posts and on the Singapore Airlines Facebook page. Following participation of 4,874 individuals and 8,300+ votes over a four-week period, Singapore Airlines experienced an increase in travel bookings and measured increased brand awareness over the period amongst its targeted local audience.
See more of Jo’s work here
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