Singapore Airlines’ Priority Magazine: A Digital-First Evolution by Spafax

Redefining Engagement for Elite Travelers

Singapore Airlines turned to Spafax to transform Priority, its exclusive PPS Club magazine, into a digital-first experience. Our team developed a strategy that combined premium storytelling, video, and interactive features to keep high-net-worth travelers engaged across multiple platforms. The challenge was twofold:

1. Enhance accessibility – ensuring PPS Club members can engage with premium content anytime, anywhere.
2. Elevate storytelling – incorporating rich visuals, video content, and dynamic features to craft a unique and engaging digital experience.
   With an audience of high-net-worth frequent travelers, Priority needed to deliver bespoke, sophisticated content that reflected Singapore Airlines’ premium brand identity while maximizing engagement on digital platforms.Spafax provided the solution.

A Bespoke Digital Magazine for Luxury Travelers

Spafax transformed Priority into a dynamic digital publication, accessible anytime via the SingaporeAir app

The refreshed Priority offers:

• Premium Video Content: Monthly features on luxury travel, finance, and sustainable investing, catering to the high-net-worth PPS Club audience.
• Viewfinder: An all-new app-based visual storytelling column, featuring stunning travel photography.
• Integrated Digital Strategy: Articles promoted via Singapore Airlines’ EDMs (email marketing) to boost readership.
• Print and Digital Crossover: A 2024 design refresh introduced two-part features, elegantly linking print and digital storytelling to drive engagement across platforms.

A Seamless Digital Transition

Content Evolution

• Shifted Priority from a quarterly print magazine to a three-times-weekly digital content release.
• Created app-specific features, providing rich, interactive experiences.

Enhanced Distribution

• Integrated Priority into the SingaporeAir mobile app for on-the-go access.
• Leveraged Singapore Airlines’ EDMs to drive readership among PPS Club members.

Visual and Video Innovation

• Launched original video content tailored for Singapore Airlines’ premium travelers.
• Developed Viewfinder, a high-impact photography column designed to engage visually-driven audiences.

Print-Digital Synergy

• Introduced two-part storytelling, connecting print articles to expanded digital features.
• Refreshed Priority’s print format in 2024, making it a companion to its digital counterpart rather than a standalone product.

A Next-Generation Digital Experience

 Quantitative

• Launch of sponsored video content introduced a new revenue stream, offering brands premium engagement opportunities.

 Qualitative

• Award Recognition: Priority won Best Marketing Innovation at the APEX/IFSA Awards in 2021, recognized for its sophisticated storytelling and digital-first evolution.
• Reader Satisfaction: A recent PPS Club member survey reported high satisfaction with the design, depth, and quality of content, reinforcing Priority as an essential part of the Singapore Airlines experience.

A Luxury Experience Beyond the Cabin

The new Priority isn’t just a magazine; it’s an immersive digital hub designed to inspire Singapore Airlines’ elite travelers. By integrating print, digital, and video storytelling, the airline has created a sophisticated, multi-platform experience that reinforces brand loyalty and engagement.