SINGAPORE AIRLINES - NewBase

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SINGAPORE AIRLINES

How does a travel brand engage time-poor CEOs and some of the world’s wealthiest jet-setters? That’s the challenge for Priority magazine, produced by Publicitas Content for Singapore Airlines PPS Club, frequent flyers in First and Business. Superb design matched by brilliant writing has resulted in multiple awards for the print and online magazine. A recent survey revealed that nearly half of all readers read ‘most’ or ‘cover to cover’ of each issue. 

NewBase Content produces content for Singapore Airlines PPS Club, the airline’s exclusive recognition programme for elite customers who fly frequently in the airline’s premium
classes: Business, First and the Singapore Airlines Suites. PPS Club members enjoy
the highest level of service and treatment with Singapore Airlines.

Our successful partnership began in 2008 and has resulted in multiple awards for creative excellence (Grand Award at the 2017 APEX Awards for Design & Illustration). We publish Priority magazine, the luxury travel and lifestyle quarterly mailed directly to PPS Club members (print and online flipbook), and also curate and produce the Club’s Lifestyle Privileges featuring exclusive membership offers and promotions. Priority magazine is also distributed on board all Singapore Airlines aircraft in First and Suites and in  KrisFlyer airport lounges.

How does a premium travel brand engage time-poor CEOs and some of the world’s wealthiest jet-setters? That’s the challenge for Priority magazine. Our solution is a grounded in elegant, fuss-free design matched by brilliant writing by our international roster of world-class journalists. We work closely with the airline’s Loyalty Marketing team to develop content that showcases the airline’s flight network in the most original and inspiring ways.

Our content strategy focuses on staying ahead of the curve in terms of premium trends while bringing alive the experiential aspects of luxury. As well as travel, each issue explores topics such as collecting, art and design, gastronomy and specialist pastimes. Interviews with internationally famous personalities such as film-makers, artists and architects also feature in each issue. The content mix is very effective, with a recent survey indicating that nearly half of all readers read ‘most’ or ‘cover to cover’ of each issue.