Digital News

TBWA’s Digital Arts Network creates virtual travel experience for Singapore Airlines

SINGAPORE – Fans of Singapore Airlines newest class of travel won’t have to wait until August to experience the features of the cabin. The new Premium Economy Class can be experienced without even stepping onto the aircraft, thanks to a unique, interactive website created by TBWA’s Digital Arts Network (DAN) Singapore. 

The website, is designed for seamless use on all digital devices and platforms. It extends the Singapore Airlines world-class experience online, highlighting the Premium Economy seat in a 360-degree, rolling format and highlighting the new technology capabilities as well as providing a sneak peak into the new menu and exclusive privileges of the cabin as Singapore Airlines begins the roll out of the new service. The website also allows consumers to seamlessly transition to the booking page for all Premium Economy Class available routes.

The new cabin class, which opened for sale on February 3, is available on select flights from Singapore to Sydney starting from August 9, and will subsequently be available to other destinations across Asia, Europe and the USA in the latter part of 2015 and early 2016.


“The new Premium Economy Class is a major launch for Singapore Airlines this year,” said Tuomas Peltoniemi, Head of Digital at DAN Singapore. “To honour the airline’s investment in world-class on-board experiences, DAN Singapore designed an immersive digital experience to showcase the innovative Premium Economy seat, and take customers through the experience in a virtual and visual way.”

“The new Premium Economy Class is designed to appeal to a new generation of traveller,” said Dawn Lee, Group Account Director at TBWA\Singapore. “This presented the agency a great opportunity to develop a modern and contemporary campaign to match.”



Client: Singapore Airlines (SIA)
Agency: TBWA’s Digital Arts Network (DAN) Singapore
Head of Digital: Tuomas Peltoniemi
Project Manager: Shirlyn Lam
Group Account Director: Dawn Lee
Account Directors: Oliver Black, Charlene Wee
Senior Account Manager: Cheryl Wee
Senior Account Executive: Eugene Lim
UX Director: Prentice Matthew
UX Designers: Imelda Sukardi, Christine Thamrin
Tech Leads: Roland Baldovino, Angru Chua, Zac Pow

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