SilkAir – Hi Hiroshima

In 2017, SilkAir – the regional wing of Singapore Airlines, introduced a new route to Hiroshima. With Tokyo, Kyoto & Osaka being the most popular destinations for a true experience of Japan, Hiroshima only had the popular impression of a relic of history and war. So how could SilkAir change this perception and drive people to explore their newest destination?

We helped Singapore say “Hi Hiroshima!” and introduced the city as a perfect destination for every traveler with its own unique culture, sights and fun experiences. We did this by launching an influencer campaign that didn’t just namedrop Hiroshima, but instead lived the experiences live!

We built awareness of destinations in Hiroshima through the lenses of 3 KOLs – the shutterbug @clarencewx , the lovebirds @james_awyong and @maybelinesim , and the fashionista @dalillahismail

Each of these influencers captured different perspectives to the city, while offering giveaways that sustained interest. The immensely PR-able campaign was complemented with social ads and boosted posts, to get Singaporeans flocking to say Hi Hiroshima themselves!