Singapore Airlines

Bringing the world’s first Michelin starred street food to London

Consumer Products and Services, Youth and Culture, Social and Digital

Singapore Airlines has maintained a reputation for excellence in both product quality and customer experience throughout its 70 years.

Connecting with the next generation of travellers is increasingly important to the airline’s future and its hold on the world’s number one airline. So FleishmanHillard UK was tasked with bringing Singapore Airlines into consumers’ lives with a unique experience, and driving cultural connections and brand relevance across target consumers (millennials, Gen X) – we tapped into the major street food trend prevalent in millennial culture, and made Singapore Airlines the first brand to bring Michelin starred street food to London’s streets.

Partnering with Singapore Tourism Board, Changi Airport and KERB (a leading street food collective which operates markets across London) we brought a taste of Singapore to the UK through a three-day pop-up at Granary Square in King’s Cross for one of Singapore’s most loved chefs and the world’s first Michelin-star street food chef, Hawker Chan.

As a result, 31 pieces of media coverage were secured, of which 97% included key messages for the campaign. Video content produced on the first day performed particularly well – a video filmed by Buzzfeed Proper Tasty at the event was even viewed more than 1 million times in its first 48 hours.

London and foodie influencers with strong millennial followings were also hosted including LDN Cheap Eats, YouTubers SORTEDFood, and Miguel Barclay the @onepoundmeals chef. Social coverage reached a combined audience of more than 34 million, before considering the hundreds of posts from consumers.

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