An airline that still believes in the romance of travel.

Authentic helped design and launch Passages, Singapore Airline’s first frequent flyer program as a pioneer coalition program, which included Cathay Pacific Airways and Malaysia Airlines as a defensive strategy against US legacy carriers operating in Asia. The launch included full tiers credentials for the global loyalty program brand working in 8 languages across 16 countries throughout Asia as well as South Africa. Not only did the branding work across Asia from a consumer perspective, it successfully integrated into three very different airline brands. As competition grew in Asia and each carrier gained market insight into their best customers, the Passages program migrated to a stand-alone FFP to better address local and regional business objectives. We then designed and launched KrisFlyer for Singapore Airlines, which included new brand and identity guidelines, new market acquisition and full tiers credentials for KrisFlyer and PPS Club to address various customer and product initiatives. The success of the effort was measured on our ability to make the journey easy for frequent flyers to quickly understand the new earning structure, award options and benefits.

Singapore Airlines KrisFlyer

Communication components included enrollment POS, tiers credentials, newsletters, website, emails, and special member-only events throughout APAC. Communications also included the design and execution of an annual KrisFyer partner conference.