Singapore Airlines is held in high regard by the vast majority of those who fly with them. Consistently appearing in the top three airlines in terms of service and overall quality the carrier prides itself as the most awarded airline currently in operation.

The task of taking the existing site and injecting it with more aspects of the brand without deserting its core business ( Senior Manager level frequent flyers) was challenging on a number of levels. To a large extent the main challenges were cultural in terms of educating the client about how brands are perceived online and their importance in the digital space.