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Marketer: Singapore Airlines

Agency: Mediaedge:cia, Singapore

Time Warner teams with Singapore Airlines to suggest fun things to do with time saved with shorter flight

Singapore Airlines chose Time Warner's CNN International and Time magazine to launch its direct flights between Singapore and New York.

The "Time to Spare" promotion highlights the time saved by taking the new 18-hour non-stop flight, shaving at least four hours off the excruciatingly long journey between Singapore and New York.

The cross-title deal was initiated by Mediaedge:cia, the unit of WPP Group's GroupM media division that handles media planning and buying for the Southeast Asian airline.

In addition to :30 spots and print ads, CNN and Time created advertorials that offer suggestions about what travelers can do in both cities in the time saved. CNN is running three :60 vignettes on its Asian and South Asian feeds.

Each spot features a charismatic New Yorker- including Michael Romano, chef of New York's celebrated Union Square Cafe and New York Mayor Michael Bloomberg-offering personal insights to food and places of interest beyond the usual sights.

Time magazine produced a foldout 16-page poster about New York that appeared in the June 28 issue of its Southeast Asian and Indian editions. An eight-page foldout poster about Singapore ran June 21 in the U.S. WPP Group's Bates/Red Cell, Singapore, handles creative for Singapore Airlines, but the advertorial posters and vignettes for this campaign were developed in-house by Time Warner.

The campaign, running through the end of September, follows a similar program developed by CNN and Time three years ago to launch the Asian airline's Chicago route.