How Alpha Story Secured 6 Tier 1 Media Placements for Vietjet in Singapore

Context

Vietjet wanted to raise its profile with Singapore travellers and position Singapore as a key outbound travel market. The airline was expanding direct Singapore-Vietnam links through Ho Chi Minh City, Hanoi, Da Nang, and Phu Quoc, and needed PR that matched the scale of that expansion in a market already well served by Changi Airport's connectivity.

Challenge

Singapore's aviation and travel media landscape is crowded. Two specific problems made coverage harder:

• Coverage defaults to Singapore Airlines, Changi Airport developments, and transport policy stories. A foreign low-cost carrier has to bring a strong local angle to get editorial attention.
• Vietjet's new Singapore-Phu Quoc route launched into a corridor where Scoot already operated. The story couldn't just be about price.

What Alpha Story Did

Alpha Story ran the campaign in two phases, each targeting a different audience.

Consumer angle (route expansion): We pitched the increased Ho Chi Minh City flight frequency as a convenience story for Singapore residents, not as an airline operations update. For the Phu Quoc launch, we framed it around easier access to an established island destination. That gave editors a consumer travel story instead of another "cheap flights" announcement, and it differentiated Vietjet from Scoot's existing service on the same route.

Corporate angle (Singapore Airshow): We connected Vietjet to larger aviation and investment narratives during the Singapore Airshow, including US$6.1 billion in agreements and the airline's Asia-Pacific finance positioning. This landed coverage in The Business Times, reaching investors and business readers separately from the consumer travel coverage.

Multilingual distribution: We pitched English, Malay, and Chinese language desks simultaneously. The same stories ran in all three of Singapore's major media language markets.

Results

6 media placements across 4 publications in 3 languages:

1. The Straits Times (English) — Singapore-Ho Chi Minh City frequency increase
2. Berita Harian (Malay) — Singapore-Ho Chi Minh City frequency increase
3. The Straits Times (English) — Direct Singapore-Phu Quoc flights launch
4. Berita Harian (Malay) — Direct Singapore-Phu Quoc flights launch
5. Lianhe Zaobao (Chinese) — Direct Singapore-Phu Quoc flights launch
6. The Business Times (English) — US$6.1B agreements, Asia-Pacific aviation finance hub