Layer Up & Level Up: How Winter Time Keeps Singaporeans Ready for Cold-Weather Travel with PR Agency Saltine Communications
- saltinecomm
- 5 hours ago
- 2 min read
Explore into Saltine’s journey as Winter Time’s PR Agency, where we supported the brand in spotlighting its role as a trusted winter wear and travel essentials label for Singaporeans planning cold-weather holidays.
With travel continuing to rank high on Singaporeans’ priorities and winter destinations remaining a popular choice, preparing for cold-weather trips has become an essential part of travel planning. For many, finding winter wear that balances warmth, comfort, style, and value is a challenge, especially for families and frequent travellers.
For nearly two decades, Winter Time has been helping Singaporeans prepare for these journeys with practical, well-designed winter apparel and travel essentials. The brand has built a strong reputation for offering reliable winter gear that performs in real travel conditions while remaining accessible in price.
A key focus of the campaign was the launch of Winter Time’s new Muscovy Down Collection, unveiled at the Winter Time Winter Wear & Luggage Expo 2025. Designed for travellers heading into sub-zero climates, the collection highlights lightweight construction, warmth, and durability without bulk.
Saltine framed the collection around real travel needs, from ultra-light jackets weighing just 308 grams to water- and stain-resistant materials, breathable fabrics, and construction that prevents down leakage. The range also features thoughtful design details such as windproof cuffs, inner pockets, and family matching options, reinforcing Winter Time’s understanding of how people actually travel.
Rather than positioning the Winter Wear & Luggage Expo as a typical sale event, we highlighted it as a one-stop travel preparation hub. Beyond winter jackets, the expo showcased ski wear, luggage, and travel accessories, allowing travellers to prepare for their trips in one place.
The immersive booth experience encouraged visitors to touch and feel the materials, explore technical features, and preview the full winter collection, including pieces often unavailable in standard retail settings. This approach reinforced Winter Time’s evolution as a brand that continues to innovate while staying closely connected to its loyal customer base.
Saltine Communications, as Winter Time’s PR agency, implemented a tailored media outreach strategy to elevate the brand’s visibility within Singapore’s travel and lifestyle landscape. By centering the narrative on cold-weather travel readiness, practicality, and value, we highlighted how Winter Time supports Singaporeans preparing for winter holidays with reliable apparel and travel essentials.
Through strategic media placements, Saltine Communications secured coverage across key travel, lifestyle, and consumer platforms, effectively introducing Winter Time’s seasonal collections and winter wear offerings to a wider audience. Our approach combined clear, consumer-focused storytelling with strong media relationships to ensure the brand’s message reached travellers at the right moment, playing an important role in positioning Winter Time as a trusted and go-to name for winter wear in Singapore.
Saltine Communications is proud to be Winter Time’s PR agency of record for this campaign in Singapore. We’re honoured to celebrate our client’s achievements alongside them as their dedicated PR partner in Singapore and Southeast Asia. Drop us a note at hello@saltinecomms.com to find out how we can get your brand into the media at affordable rates.
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