Day-to-day PR & issue management for Singapore Airlines


Singapore Airlines wanted a public relations agency to strengthen their brand and position as the world’s best airline – and at the same time make the airline the preferred choice for flights to Southeast Asia, Australia and New Zealand. Singapore Airlines was looking for a Nordic agency specializing in day-to-day press handling.


Singapore Airlines chose to work with Essencius due to our many years of experience with the aviation and travel industry, our large journalistic network as well as our skills in press management, proactive PR work, issues management and events in both Denmark, Norway and Sweden.

During our partnership, we developed a public relations strategy that ensures constant positive publicity with the airline’s USPs in national and regional / local media as well as business, aviation, lifestyle and travel media. We are constantly looking for possible communication opportunities in the market, as well as monitoring the media image for potential issues to be ready to utilize our crisis management strategy.


We have secured and expanded Singapore Airlines’ position as the world’s best airline through our earned media efforts in an industry with tougher competitive conditions than ever before.

During the first year of the collaboration, our public relations efforts resulted in an increase of publications from 26 to 329. In the following years it increased by another 30-40% per year. While Essencius has been the agency of Singapore Airlines, the airline has experienced significant growth in the Nordic region. A completely new route has been opened from Singapore to the Nordic countries, and 40 % increase has been on travelers travelling from Copenhagen to Singapore.

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