Krisflyer Experience: Rewards Redefined

Krisflyer Experiences has served as the rewards program of the Singapore Airlines Group, renowned for its comprehensive benefits beyond air travel that extends from dining and shopping to exploration. With tourism now flourishing again, Krisflyer Experiences is seeking to become the premier lifestyle rewards program, enriching experiences for members.

Opportunity / Challenge

With its strong heritage as part of the World’s Best Airline, Singapore Airlines didn’t require more visibility for its Krisflyer Experiences rewards program. Instead, the goal was to provide members with even greater options and value through their interests and popular culture, offering experiences that would enhance loyalty in the long term.

Our strategy aimed to associate Krisflyer Experiences with cultural significance, recognizing that moments create priceless memories. With this approach, we reimagined Krisflyer Experiences as the gateway to a world of extraordinary experiences.

Solution

Partnership

With our expertise in cultural, commercial, and creative realms, we secured Krisflyer Experiences as the Official Lifestyle Rewards Partner of the Ed Sheeran: + – = ÷ × Tour and carved out a once-in-a-lifetime experience

Program

By organizing a special one-night-only event on Ed’s birthday at Singapore’s iconic venue, we created an unforgettable experience exclusively for Krisflyer Experiences members. All tickets sold out within hours, marking the success of our partnership.

We also facilitated ticket redemption for stadium concerts and developed the integration of Krisflyer Experiences into the ticketing process, including the Reserve Sale, by offering priority access through Ticketmaster and allowing purchases via Krisflyer Experiences miles redemption. This included overseeing mechanics, consumer journeys, fulfillment, and distribution.

Production

We supported the approval process between Krisflyer Experiences and AEG, ensuring seamless collaboration for the creation of the key visual asset for the special one-night-only “An Evening with Ed Sheeran”.

Impact

Mr Dai Haoyu, Acting Senior Vice President Marketing Planning, Singapore Airlines:

SIA PR: “We had very strong interest in redemptions for Ed Sheeran’s sold-out concert via our KrisFlyer Reserve Sale and KrisFlyer Experiences. We are now pleased to offer KrisFlyer members priority access to a rare opportunity to attend Ed Sheeran’s special performance in Singapore. This is part of our continuous efforts to offer our members even more options and greater value”