Wings Across The World

A Podcast Travel Series by Singapore Airlines

Podcast Concept

"Wings Across the World" is an immersive travel podcast by Singapore Airlines that takes listeners on a journey to some of the most fascinating destinations the airline serves. Each episode combines vivid storytelling, expert insights, and authentic local narratives to bring the culture, history, and hidden gems of a destination to life. Through lush soundscapes, travel tips, and interviews with travelers, locals, and experts, the series inspires wanderlust while showcasing Singapore Airlines’ exceptional service and connections. Whether dreaming of your next getaway or planning your itinerary, this podcast offers an intimate, engaging experience to ignite your passion for exploration.

Put your headphones on and hit play to listen to the Wings Across The World teaser

Why is Podcasting a good fit for Singapore Airlines?

Launching a travel podcast series, such as “Wings Across the World” would be a strategic and impactful investment for Singapore Airlines. Here’s why it aligns with the airline’s brand values and business objectives:

1. Enhanced Brand Awareness and Loyalty

A podcast provides Singapore Airlines with a unique and intimate platform to tell its story and highlight its destinations, creating a deeper emotional connection with its audience. Through high-quality, branded content, Singapore Airlines can further establish itself as a leader in luxury travel, using evocative storytelling to inspire listeners and align their wanderlust with the airline’s routes and services. This content would reflect Singapore Airlines’ exceptional standards, reinforcing its premium image and its commitment to delivering excellence. Studies indicate that branded podcasts are 22% more memorable than traditional advertisements, fostering stronger engagement and building loyalty among listeners by offering value beyond the flight itself.

2. Expanding Digital Reach

The podcasting medium is expanding rapidly, and by the end of 2024, there will be approximately 504.9 million podcast listeners globally. This is a significant increase from 2019 when there were 274.8 million podcast listeners worldwide. This growth presents an opportunity for Singapore Airlines to connect with a younger, tech-savvy demographic that values experiential storytelling and seeks inspiration for travel. By entering this space, Singapore Airlines can extend its visibility in key markets where digital content heavily influences consumer decisions. Additionally, partnerships with major streaming platforms such as Spotify or Apple Podcasts could further amplify the podcast’s reach, helping the airline capture the attention of travelers across different regions and demographics.

3. Promoting Destinations and Services

The podcast can serve as a compelling storytelling tool to promote the diverse destinations Singapore Airlines serves, encouraging travellers to explore lesser-known routes and boosting bookings on these segments. Each episode could spotlight unique features of a destination, like cultural experiences or hidden gems, paired with tips to make the journey seamless. Furthermore, the podcast provides a platform to highlight Singapore Airlines’ premium offerings, such as Suites, stopover packages, and KrisFlyer rewards, enticing listeners to choose the airline for their next adventure. By integrating exclusive podcast offers and booking links, the series would also provide direct call-to-action opportunities.

4. Cost-Effective and Scalable Content

Compared to high-production video campaigns, podcasts are a cost-effective content medium, requiring fewer resources while delivering a strong emotional and intellectual impact. Once produced, episodes have a long shelf life and can be repurposed across multiple marketing channels. For example, podcast segments can be shared as snippets on social media, paired with visual content for platforms like YouTube, or embedded in email campaigns and loyalty program communications. This scalability makes podcasts a sustainable investment, ensuring ongoing audience engagement without the need for frequent re-creations.

5. Building Thought Leadership in Travel

Singapore Airlines is already a recognized leader in luxury and innovation, and a podcast can enhance its standing as a thought leader in global travel. By offering expert insights on destinations, travel trends, sustainability, and cultural appreciation, Singapore Airlines can position itself as a trusted voice in the travel industry. Collaborations with local experts, travel influencers, and tourism boards would further enhance the podcast’s credibility while fostering partnerships that could bring additional value to the airline’s audience.

6. Aligning with Consumer Trends

Modern travellers increasingly seek content that goes beyond logistics, craving stories that connect them to the culture, history, and uniqueness of destinations. A podcast enables Singapore Airlines to meet this demand by offering immersive, authentic travel narratives and actionable insights. With listeners often tuning into podcasts during travel research, Singapore Airlines’ content could seamlessly influence travel decisions, positioning the airline as an integral part of the journey from inspiration to execution.

7. Potential Revenue and Data Insights

While the primary aim of the podcast is brand-building, it offers indirect revenue potential by driving bookings inspired by episodes. Singapore Airlines could also explore sponsorship opportunities, collaborating with tourism boards, luxury hotels, and travel brands to enhance the content while generating additional revenue streams. Furthermore, listener engagement metrics and feedback would provide valuable insights into audience preferences, helping Singapore Airlines refine its broader marketing strategies and tailor its offerings to meet emerging demands.

In short, a branded travel podcast is a perfect fit for Singapore Airlines, aligning with its mission to connect people and places while exemplifying its commitment to quality and innovation. By delivering inspiring, immersive content, Singapore Airlines would strengthen customer loyalty, enhance its brand presence, and position itself as a leader in the digital travel space. This investment not only fosters deeper engagement but also supports long-term business goals by inspiring travel and driving bookings.

Expanded Overview of "Wings Across the World"

"Wings Across the World" is an experiential podcast that combines storytelling, culture, and travel guidance, designed to captivate both seasoned travellers and dreamers alike. Presented by Singapore Airlines, the series reflects the airline’s dedication to delivering unparalleled travel experiences and connecting people to the world’s diverse cultures and landscapes.

Each episode focuses on a destination served by Singapore Airlines, weaving together vivid storytelling, expert insights, and practical tips. Listeners are transported to each location through immersive soundscapes, dynamic interviews, and cultural highlights. With its polished production, the podcast aims to mirror Singapore Airlines’ commitment to excellence, inspiring listeners to plan their next journey aboard the airline.

The show also highlights Singapore Airlines' premium offerings—such as its world-class cuisine, in-flight entertainment, and seamless travel connections through Changi Airport—making it both an inspirational and informational series for travellers.

Episode Ideas

  • "Bali: Beyond the Beaches"

    Immerse listeners in the serenity of Bali’s spiritual sites, such as Uluwatu Temple and Ubud’s lush rice terraces.

    A focus on sustainable tourism: eco-resorts, local artisans, and conservation projects.

    Mentions of Singapore Airlines collaborations with Bali luxury resorts and vacation packages.

  • "Singapore: The Lion City as You’ve Never Seen It"

    A hometown episode showcasing Singapore Airlines’ roots.

    Explore the city’s iconic Marina Bay Sands, vibrant hawker culture, and hidden gems like Pulau Ubin.

    Highlight Changi Airport as a destination itself, with gardens, art installations, and the Jewel shopping complex.

  • "Cape Town: A Tapestry of Nature and Culture"

    Adventure-focused storytelling: climbing Table Mountain, whale watching, and wine tasting in Stellenbosch.

    Interviews with locals, offering insights into Cape Town’s history and cuisine.

    Promote Singapore Airlines stopover packages for travellers connecting through Singapore.

  • "Dubai: Sky High in the Desert"

    Walk listeners through a day in Dubai: a morning at Burj Khalifa, an afternoon desert safari, and an evening by the Dubai Fountain.

    Explore the city's blend of traditional souks and futuristic architecture.

    Highlight Singapore Airlines connections to the Middle East and the comfort of long-haul travel in their premium cabins.

  • "Vienna: Music, Coffee, and Imperial Elegance"

    Explore the city’s rich history as the heart of classical music, featuring soundbites of Mozart and Strauss compositions.

    Visit Vienna’s coffee houses, each with a story rooted in history.

    Highlight Singapore Airlines’ routes to Vienna and premium dining experiences inspired by Austrian cuisine.

Additional Features to Enhance Engagement

Themed Episodes

  • “The Great Escape”: Episodes focusing on secluded retreats like the Maldives, Fiji, or Bhutan for luxury and relaxation seekers.

  • “Cultural Crossroads”: Highlight destinations rich in multicultural influences, such as Istanbul, Penang, and Barcelona.

Mini-Series

  • “The Ultimate Layover”: A series that guides travellers on how to make the most of short stays in cities like Singapore, Tokyo, or Paris.

  • “Holidays”: An ongoing bonus series made for the traveller that wants to leave all of the planning up to Singapore Airlines’ Holidays. Each episode explores some of Holidays’ most popular travel packages and destinations.

  • “Seasonal Travels”: Episodes themed around the best destinations for summer escapes, autumn foliage, or winter festivities.

Guest Collaborations and Behind The Scenes Episodes

  • Travel bloggers, chefs, and local experts could co-host episodes to bring unique perspectives and expertise.

  • The creative team and the host discuss some of the memorable adventures that took place when the microphones were turned off.

By creating a mix of escapism, education, and practical advice, "Wings Across the World" positions Singapore Airlines not only as a carrier but as an enabler of unforgettable experiences.

Integrating the Podcast into KrisWorld and In-Flight Entertainment

In addition to being available on popular podcast platforms, "Wings Across the World" could be a featured offering on KrisWorld, Singapore Airlines’ award-winning in-flight entertainment system. This integration ensures travellers can enjoy the series while flying, enriching their journey and aligning perfectly with the airline’s goal of providing a holistic travel experience

Benefits of In-Flight Integration

Engaging Passengers Mid-Journey:

  • "Wings Across the World" offers passengers inspiration for their current trip or plants seeds for future adventures.

  • Travellers en route to destinations covered in the episodes can dive deeper into their itineraries with locally inspired tips and stories.

Enhanced Pre-Destination Knowledge:

  • Episodes tailored to destinations on the passenger’s flight path can be recommended via KrisWorld’s smart features, creating a personalized in-flight experience.

Cultural Connection Through Soundscapes:

  • The immersive sound design of the podcast creates a calming and transportive listening experience, ideal for long-haul flights.

Language and Subtitle Options:

  • Subtitled or translated versions of the podcast can cater to Singapore Airlines’ diverse global audience.

Added Features on KrisWorld

  • Interactive Maps: As an episode plays, passengers can follow along using KrisWorld’s interactive maps to pinpoint key locations discussed.

  • Exclusive Bonus Content: Certain episodes could include bonus segments available only in-flight, such as interviews with Singapore Airlines’ chefs or exclusive travel itineraries.

  • Downloadable Episodes: Allow KrisFlyer members to download podcast episodes via the Singapore Airlines app for offline listening post-flight.

Promotional Tie-ins

  • Onboarding Passengers: Upon boarding, welcome announcements could highlight new episodes, encouraging passengers to explore the podcast.

  • In-Seat Guides: Flight magazines or KrisWorld menus could include QR codes linking to podcast episodes on streaming platforms.

By making "Wings Across the World" an integral part of its in-flight entertainment, Singapore Airlines not only enhances the passenger experience but also strengthens its brand as a travel companion beyond just transportation.

Why Eighty Five Audio is The Right Fit for Singapore Airlines

Eighty Five Audio is the perfect partner to bring Singapore Airlines’ travel podcast series to life, combining unmatched expertise with a deep passion for storytelling. With over 12 years of experience in podcast production, and an extensive network of talented writers, directors and producers, we’ve been at the forefront of the industry, producing and editing thousands of episodes that have engaged and inspired millions of listeners in North America and beyond. Our extensive podcast portfolio includes collaborations with esteemed Crown Corporations like Destination Canada, showcasing our ability to craft compelling narratives that resonate on a global scale.

Beyond podcasts, our roots in television and film, particularly in documentaries and unscripted reality, have honed our ability to uncover authentic, human-centred stories. This unique blend of skills allows us to create content that not only entertains but also immerses listeners in vivid, transformative travel experiences. With a proven track record of delivering high-quality series for distinguished clients, Eighty Five Audio is uniquely equipped to help Singapore Airlines elevate its brand through the power of podcasting. Let us help you take listeners on an unforgettable journey, one story at a time. View our portfolio by clicking HERE.

How We’ll Bring Your

Vision to Life

  • Pre-Production

    Concept & Creative Team Assembly

    Casting (Host)

    Writing & Storyboard Creation

    Coordination & Team Meetings

    Destination Booking, Planning & Logistics

    Talent Booking, Interview Scheduling & Location Scouting

  • Production

    Audio Recording - Dialogue & Interviews

    Audio Recording - Soundscapes

    Directing - Hosts & Interviewees 

    Interviewing Hosts - Daily Audio Diary

    Logging Audio & Creating Transcripts - Daily

    File Backup and Transfer - Daily

  • Post-Production 

    Audio Editing

    Audio Mixing

    Audio Mastering 

    Voice Over Recording 

    Sound Design & Music Mix

    Delivery & Publishing

FAQs

  • Singapore Airlines could utilize dynamic ad insertion technology to promote their current ad and travel campaigns, or use the podcast as an additional revenue stream to promote tourism boards, luxury hotels or travel brands.

    Dynamic ad insertion allows advertisements to be seamlessly updated and integrated into podcast episodes at anytime, based on the listener’s location and demographics.

    Dynamic ad insertion also extends the shelf life of older episodes so that they remain valuable marketing tools since ads can continually evolve to align with current campaigns, extending the podcast’s effectiveness as a promotional platform.

  • Yes, there is AI technology that can help us translate podcast dialogue into other languages. Several tools and platforms are using AI to provide automatic transcription and translation services for audio content. These services can transcribe the spoken words in a podcast into text and then translate them into different languages, making content accessible to a global audience.

    Spotify is also developing software that will not only create a translated transcript, but will also convert the audio into other languages using the host and guests actual voice.

    To translate this series, we would need to hire outside sources to assist in the accuracy of each translated language and would work with you to determine what languages should be included.

  • In short, podcasting is a more affordable, versatile, and sustainable content format, providing brands like Singapore Airlines with an effective way to reach a broad audience while maintaining  a more controlled spend. Once we have a concept in place, we will work with you to create a detailed strategy that fits with your budget. But to put you at ease, here a few things to consider:

    Podcasting is a highly cost-effective medium compared to other forms of content like film or video production. While video campaigns can require significant budgets for crew, equipment, locations, actors, and post-production, podcasting involves fewer resources and offers a quicker turnaround time. The production costs of a podcast are typically limited to equipment, hosting, editing, and potentially hiring a small creative team.

    Moreover, podcasts offer flexibility and scalability. Unlike video, which might require elaborate set-ups and permits, podcast episodes can be recorded in more accessible locations with minimal equipment, which significantly reduces travel and logistical expenses. This makes podcasts an especially appealing choice for brands looking to engage with audiences without the high costs associated with other media formats like commercials or films. Additionally, podcast episodes have long shelf lives, allowing them to continue generating value for the brand over time without the need for costly re-production.

  • Marketing the podcast and cross-promoting it across Singapore Airlines’ existing outlets is essential to maximize its reach and impact. By leveraging platforms such as Singapore Airlines social media channels, the KrisFlyer membership program, and email campaigns, the podcast can engage a diverse audience while strengthening the airline’s brand visibility. Social media platforms like Instagram, Facebook, and TikTok can drive awareness through visually engaging teaser clips, behind-the-scenes content, and interactive posts, creating buzz and encouraging sharing among followers.

    KrisFlyer members represent a highly engaged and loyal customer base, making them a natural audience for cross-promotion. Exclusive content previews, early access to episodes, or loyalty rewards tied to podcast engagement could further incentivize their participation. Integrating the podcast into newsletters and in-flight entertainment would also ensure it reaches frequent travellers and prospective customers alike, turning the series into a key touchpoint in Singapore Airlines’ broader marketing strategy.

  • Yes, and this is worth considering to elevate the reach and impact of the podcast through your social media channels. We have access to an incredible team of freelance filmmakers, videographers, photographers, producers and writers that all share a love and a passion for storytelling and travel media. However, keep in mind that the addition of crew will increase the budget. We can provide you with a quote for any add-on services that you are interested in including.

Let’s work together

The sky is the limit with Wings Across the World, and we’ve only scratched the surface of what we could create together. We’re eager to hear your thoughts and ideas, so let’s keep the conversation going.

Sincerely,

Mike Pedersen:

Owner, Writer & Producer at Eighty Five Audio (Canada)

email: mike@eightyfiveaudio.com

phone: (250)801-8445

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