The deal, brokered by Jane Reynolds, brand solutions manager at Discovery Networks UK, Damien Gillman of MEC Access, and Tony Lusk of Singapore Airlines, aims to raise awareness of the airline's luxury travel offering, targeting an upmarket male audience.
Discovery’s flagship channel in the UK will feature a range of sponsorship bumpers, with each creative execution including a range of fun facts about the Singapore Airlines Airbus A380 passenger jet.
The partnership will be reflected online with a co-branded luxury travel microsite, which will include articles on Singapore Airlines’ latest cabin products, specialist airline features and destination guides on some of Singapore Airlines’ global destinations.
In addition, the airline will launch a TV ad aired in the UK and Germany to showcase some of its features, such as the luxury on-board private suites with beds, wardrobes, entertainment centre and a gourmet dining service.
Reynolds said: "We are very pleased to team up with Singapore Airlines who are natural fit for the Discovery brand in the UK. This is an exciting first for our flagship channel and the partnership will extend across the Discovery platforms with a range of creative executions. We believe the partnership will add value to our consumer offering."
Tony Lusk, sales and marketing manager UK and Ireland, Singapore Airlines said: "Our two brands are a natural fit, sharing some core values, including the importance of harnessing the latest technologies for the benefit of our customers – providing an unforgettable experience whether exploring the world on a Singapore Airlines plane or via television."
In December 2010 Volkswagen rolled out a set of idents on the Discovery Channel as part of its integrated campaign to promote the Caddy van.