Day 6: Singapore Part 2
As you may expect, the temperature in Singapore is extremely humid., which probably many people in Vancouver are not familiar with. Unlikely the summer in Vancouver, it’s wet and hot. What I mean by wet is that you keep sweating and your T-shirts sticks to your skin. However, the great thing is that everywhere is airconditioned or even over-airconditioned, so I needed to bring jackets to go anywhere in Singapore.
Marina Bay Sands, one of the newest symbolic architecture in Singapore and known as a luxurious hotel which has a rooftop swimming pool on the top of the building (or I should say buildings). Unfortunately, I could not afford to pay $700 for a night, so I decided to visit Gardens By The Bay, which is a huge garden behind Marina Bay Sands.
It has two large domes which are called “Flower Domes” and “Cloud Forest”. I was amazed that there are so many different kinds of plants and flowers from all over the world. Another amazing thing about those gardens is that they have flowers from different seasons at the same place. I would recommend this place if you are visiting Singapore, and also the regular gardens outside of domes are free to enter.
At night of day 7, it was almost the end of my one week journey. Since there is no direct flight from Singapore to Vancouver, flew to Hong Kong, and then flew back to Vancouver.
One thing I was excited about visiting Singapore is that I got a chance to visit Changi International Airport. This airport is always ranked top 3 airports in the world certified by Skytrax. I visited Terminal 1, which were constructed when they build the airport. However, I did not feel that the airport is 25 years old. It is very well maintenance and renovated for modern design and great duty-free shopping and dining facilities.
I took a very early morning flight to Hong Kong, and as soon as I got into the airplane and had a seat, I fall into sleep.
Thank you for reading and have a nice day!
Continued to 3 Nights 8 Days Trip Part 7.
In this week, the main theme was customer services and public relation.
We were given four examples that companies/individuals had problems with a public relation on social media platforms. The most obvious one is the ad campaign run by Victoria’s Secret’s “perfect body” campaign. Obviously, there is no standard of “perfect body” for everyone. Everyone has different ideal body images and those needed to be respected. However, Victoria’s Secret used models who look pretty similar to push the image of their “perfect body” for every customer. In this case, this ad campaign fired on many social media platforms and there were a lot of critique toward Victoria’s Secret.
Another advertisement example used in the class was Ethiopian Airlines’ ads in London Heathrow airport. The TA told that when he traveled to London, there were many Ethiopian Airlines advertisement at the terminal. What I thought after hearing the story was that Ethiopian Airlines wanted people to be aware that Ethiopian Airlines exists. When people like me, an aviation enthusiast hear about African airline, mostly they would imagine South African Airlines, because of their network and some events/issues/incidents related to South African Airlines. So, building public image takes time, effort and money. From my perspective, Ethiopian Airlines is one of the best airlines in Africa, as they purchased many brand new aircraft such as A350 and B787 and improving their services. However, there are many people who do not know what Ethiopian Airlines is. So that, their marketing strategies to post a lot of advertisements at Heathrow Airport, one of the busiest airports in the world would be ideal to reach as many people as possible, and like my TA, people who don’t know Ethiopian Airlines can be aware of them.
It actually makes sense that Ethiopian Airlines put ads on London Heathrow Airport as Ethiopia is located in the North Africa and there is demand for people who travel from Europe to Africa transit in Ethiopia or people travel from the Southeast Asia to Europe via Ethiopia.
The ad campaign and reaching out to the target audience is very significant to expand the sales, awareness toward the brand and getting more customers. However, the ad campaign needs to be done in right way as many ad campaigns failed like the example of Victoria’s Secret.
Week 7 Lecture
Advertising and sponsored posts/contents
The example of The review article for a camera and the editorial process to publish the article helped to understand how those sponsored contents were made. The company which provides a product for the writer/reviewer wants to emphasize the benefits and advantages of the products as much as they can and ask to minimize the negative comment for the products. In addition, the sponsor also desires to decide the length of the review as they pointed out that many readers do not read over 1500 words review.
Another thing I learned in the lecture is that to write a sponsored content, ethics is a significant part. The writer/reviewer of a sponsored content needs to mention that the content is sponsored, instead of hiding sponsorship and pretend to write a legit review article. To let the audience know whether the review article is sponsored or not is very significant in order to build credibility and trust between the author and audience. At this point, I haven’t reached out to any companies to sponsor my blog or giving me products/services to review. However, in the future, it may happen and to keep the ethics for advertised contents in my mind is hugely significant for both building audience and keeping their trust toward my contents.
The new year is a good timing to start something new, especially something you haven’t tried before.
A couple weeks ago, Air Canada, the largest airline in Canada and one of the best-rated airlines in the North America releases information regarding their new livery and the new uniform for its employees.
I was very surprised about this new livery. Air Canada’s current livery is still great and modern design which they could use the next 20 years for sure. When Air Canada introduced the current light blue livery, it was a turning point for airlines’ liveries. Before that, most of the airlines had very bright vivid colors for their liveries and none of them used light neutral color for liveries. And Air Canada’s current livery still look good and people can easily recognize that’s Air Canada’s aircraft.
The new livery looks very classic, in a good way, but also in a bad way. It looks like a concept design of new aircraft, especially the dark shade on the front windows around the cockpit. Without the Air Canada logo, it’s very hard to identify which airline’s aircraft it is. The new livery also looks like the one used in decades ago, when other airlines used vivid bright colors for their logos and liveries. Bring the classic taste n design would be nice, but I think it would be nice if they added some notable essence of Air Canada to show their identities.
In this week, the storytelling is the main theme for the week.
Storytelling is a widely used method for advertising now these days. Instead of telling customers and consumers to buy or use their products/services, advertisers reach to customer/consumer’s emotional side and convince them to make the needs for their products.
I found the British Airways’ advertisement on YouTube which uses storytelling for reaching customers. In this video, the flight attendant finds a crying passenger who travels from the U.K. to India, and she had to say bye to her son, who lives in London. After landing, the passenger gave her contact to the flight attendant and the flight attendant visits her home and made the great connection beyond the passenger-flight attendant relationship.
At the beginning of the video, it says that this video is made based on the true story. I think this story is a good one to reach the British Airways’ target audience in several ways. First, the aviation industry is in very critical time and a lot of airlines in the world are suffering. After 9/11, all American carriers experienced times under Chapter 11, and other airlines also experienced the financial crisis during the post 9/11 and 2008 Financial Crisis period. From the middle of the 2000s, the rise of the Middle Eastern airlines with strong financial powers from their oil supplies had changed a whole aviation industry. Airlines such as Emirates, Etihad, and Qatar promote their products and fanciness of their investments on their products through advertisements. Under this situation, it’s almost impossible for other airlines to appeal to customers by taking advantages of their products due to the financial difficulties.
British Airline emphasized their flight attendants’ warmness of their hearts, instead of just mentioning their products such as the flat bed in business class.
Storytelling method is not too obvious to customers and it is easier way to attract customers to accept what they are selling and providing instead of seeing their advertisement with critical lenses.