SINGAPORE - Title sponsor Singapore Airlines (SIA) has teamed up with race promoter Singapore GP (SGP) to roll out Formula 1 Singapore Grand Prix packages aimed at boosting traffic on the carrier during the race week, in addition to dangling special offers for its frequent-flyer members.
Being a premium carrier with a client base of affluent travellers, SIA is able to ride on the race to promote its network to the jet-setting F1 crowd - at a point when the airline is fending off competition from rivals and a challenging operating environment.
With SingTel bowing out as title sponsor of the Singapore race after a six-year run, SIA signed a two-year contract to take over this year, joining the ranks of other carriers such as Emirates, Qantas and Etihad, which have inked sponsorship deals with F1 in the past.
SIA and SGP have introduced F1 land packages, ranging from the standard to the luxurious; these combine an F1 ticket and hotel accommodation for those planning to travel on SIA or on the regional wing SilkAir.
On the high end is the Club Suite package starting at $11,137. This includes a three-night stay at a track-side hotel, a three-day F1 pass to a corporate hospitality suite, private airport transfers and tickets for exclusive F1 parties such as the one held at Amber Lounge.
Those with a need for speed can tag on optionals such as a half-hour spin in a Ferrari 430 Spider or Lamborghini Gallardo Spyder, followed by cocktails at Marina Bay Sands' rooftop lounge Ku De Ta.
The more basic Walkabout package from $858 and the Grandstand package from $1,928 offer standard items such as F1 tickets and hotel accommodation, with options on seating and hotel location.
An SIA spokesman, responding to questions from The Business Times, said: "Overall, response from the various markets has been positive, and there's a strong demand for bookings around this period."
Being a global brand puts SIA in good stead to be tied to an iconic sport watched by millions across the globe. This is where SingTel had a tougher time exploiting the full benefits from its association with F1, given its largely Singapore-centric branding, said industry observers.
SIA, on the other hand, is able to offer deals to both locals and tourists.