Singapore Airlines
Moonlight Cinema
National Gold Grass Partner
The objective.
Singapore Airlines approached us with a mission to drive awareness and build brand affinity in a premium, high-attention environment. Their goal was to align with quality, comfort and indulgence, key attributes of their global brand, while creating a memorable connection with cinema-loving audiences.
How we rose to the challenge.
To elevate Singapore Airlines’ presence, we proposed a National Gold Grass Partnership with Moonlight Cinema. This gave Singapore Airlines ownership of Moonlight’s most premium seating experience, positioning them as the go-to airline for comfort, luxury and connection.
VIP screenings
Singapore Airlines treated their clients and guests to six VIP nights across all sites coinciding with their Presenting Sessions.
On-screen activity
A 90-second TVC at the top of the pre-show paired with a branded holding slide secured standout on-screen visibility.
Digital amplification
The campaign came to life across Moonlight Cinema’s digital ecosystem to drive brand recall and engagement at every stage of the customer journey.
Interactive trivia game
A custom trivia game encouraged guests to play during pre-show dwell time for the chance to win two return economy flights courtesy of Singapore Airlines.
On-site branding
Gold Grass areas were transformed into a branded Singapore Airlines experience with custom bean bags, side tables, banners and more.
"The Gold Grass partnership with Moonlight Cinema allowed us to translate our signature in-flight experience into a ground-level activation that audiences truly enjoyed. From our branded spaces to the trivia game and VIP events, the entire season was a first-class celebration of film, connection and comfort."
Marco Giarrizzo, General Manager Marketing & Corporate Sales of Singapore Airlines
