- StarHub ends successful Lightship flights and takes branding campaign to a higher plane -
Singapore, 1 November 2002 - "Big balloon!" "UFO!" "Hot air balloon!".
You can call it by any other name, but there is no doubt that at one point in time, you would have caught the StarHub Lightship sailing the Singapore skies. The StarHub Lightship can be seen making its rounds whether you are driving on the KJE, strolling along the Esplanade, sun-tanning at Sentosa, lounging in the rooms of the Ritz-Carlton, or simply near its present mooring site at Pasir Panjang.
However, if you do chance upon the StarHub Lightship these days, do take your time to pause, look up and wave, then bid a fond farewell to it.
The StarHub Lightship, a familiar icon in the Singapore skies, will cease operating after 3 November 2002. StarHub’s contract with Lightship Asia Pacific, the company that operates the Lightship, will end on that day.
"StarHub has deliberately looked for opportunities to challenge the norm in making the Singapore infocommunications market more dynamic. The Lightship helped us light up the evening sky while we livened up the market. There is no other advertising platform in Singapore that could have provided the exposure we needed in such a short time," said Ms Jeannie Ong, Assistant Vice President, Corporate Communications, StarHub.
As the first airship ever to fly in the Asia-Pacific region (except Australia), the StarHub Lightship, a Singapore first, has been a unique advertising platform. It was a novel way to showcase the StarHub name when the company first broke into the infocommunications market in April 2000. The StarHub Lightship made its maiden flight from Seletar Airbase to Marina City Park on 4 August 2000.
It is noteworthy that the StarHub Lightship team has trained the first Singaporean ever as its lightship pilot. More recently, another highlight of the StarHub Lightship took place during the National Day Parade 2002. For the first time in Singapore’s National Day celebrations, Mediacorp Studios used the StarHub Lightship for aerial filming during the preview as well as the actual parade this year. (Please see below for more "StarHub Lightship Trivia".)
Graduating students and bridal couples who were looking for a special or scenic background to take their photos also found themselves another unique choice in the StarHub Lightship. Many made their way to the StarHub Lightship when it was at its previous mooring site at Marina South to capture their all-important graduation and wedding photos.
"We are very pleased with the amount of exposure we have garnered, and using this unique branding medium lends testimony to StarHub’s practice of challenging the norm and being innovative. Feedback from the public has been very positive, and judging from the responses we have had from them, the StarHub Lightship has certainly served its purpose in heightening awareness, excitement, and positive mindshare amongst the public," added Ms Ong.
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StarHub Lightship Trivia
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