SIA can target premium travellers through F1 packages, say observers

Singapore Airlines can target premium travellers and engage in aggressive marketing -- this was what observers Channel NewsAsia spoke with said when asked how the national carrier can maximise returns from being the title sponsor of the Singapore Grand Prix.

Observers noted that the move may also have been made to stem the dominance of Middle Eastern carriers like Emirates and Gulf Air as Formula One partners.

A blend of speed and technology -- Formula One and aviation seem to be perfect bedfellows. It was a key reason why Singapore Grand Prix wanted Singapore Airlines to be its title sponsor.

This is not the first time Singapore Airlines has been associated with a sporting event -- it has dabbled in horse racing, and was the official airline for the inaugural Youth Olympic Games in 2010.

Paul Ng, an aviation lawyer, said: "I'm not sure whether Singapore Airlines is viewing it purely from a 'returns' point of view. I think they probably view it from a brand-building (perspective), from accessing new markets and also being one of the main brands in Singapore.

"I think this is some (sort of) National Service that Singapore Airlines is doing to help promote Singapore."

In the process, the sponsorship deal can help the carrier grow its business -- Singapore Airlines is battling with Middle Eastern carriers for the public's mind-share as aviation players are no stranger to Formula One deals.

Where it can benefit is to structure comprehensive travel packages around the Singapore night race, so as to reel in high net worth individuals as customers through its role as title sponsor.

Mohit Lalvani, a sports branding consultant, said: "It's important to provide a complete experience with regard to the package. What would I want in a package?

"I want to be picked up at the airport. I want to be taken to my hotel room. I want to be taken to the track. I want the overall experience at the track. I want something more outside the Grand Prix. And I'd like to be delivered back home."

Observers noted that while Singapore Airlines should focus on major Formula One markets like Europe, it could also shift more attention to India, China and Russia -- where interest in the sport is growing.

SOURCE