Pelago is Turning “Travelling Frustrations” Into a Conversation with PR Agency Saltine Communications
- saltinecomm
- 12 minutes ago
- 3 min read
Journey through Saltine’s experience as Pelago’s PR agency, where we worked to spotlight not just a promotion, but the thinking behind it. By shaping clear lifestyle and travel angles around the “Claim What’s Yours” campaign and with the support from the CEO, Siddharth Shanker, who was the spokesperson for Pelago, we positioned them as a brand that understands modern travellers and is confident enough to challenge the status quo.
Pelago is a travel experiences platform launched by Singapore Airlines Group, offering attractions, tours and activities across destinations worldwide. As a brand backed by a trusted airline, Pelago carries both credibility and a strong regional footprint. This campaign centred on a straightforward promise. If you booked elsewhere and realised you paid more, Pelago would give you back value through either 10 percent off or 8 KrisFlyer miles per dollar during this campaign period. Instead of competing quietly on price, Pelago invited travellers to compare and rethink where they book.
The challenge for us was that the travel booking space is crowded. Price comparison sites, promo codes and limited time deals flood the market every week. For Pelago, the challenge was not just to announce another discount, but to stand out in a meaningful way. The campaign needed to feel bold yet trustworthy. It also had to be clearly explained so that readers understood the mechanics without confusion. Most importantly, it had to resonate with everyday travellers who have experienced buyer’s regret after securing tickets or activities.
First, we focused on the emotional hook. Many travellers have experienced that frustrating moment of realising they could have paid less for the same attraction or activity. Instead of leading with mechanics, we led with that relatable feeling. From there, we introduced Pelago’s “Claim What’s Yours” campaign as a confident and practical response. Platforms such as The Smart Local and District Sixtyfive leaned into this angle, breaking down how consumers could recover value through 10 percent off or 8 KrisFlyer miles per dollar. The tone across these pieces felt empowering rather than purely promotional, which helped the campaign stand out in a crowded deals landscape.
Second, we positioned Pelago within the broader value and rewards ecosystem. Because Pelago is part of the Singapore Airlines Group, the KrisFlyer integration became a strong credibility anchor. For finance and deal driven audiences, we emphasised how travellers could maximise miles and optimise spending. MoneySmart and All SG Promo picked up on this practical angle, presenting the campaign as a smart way to stretch travel budgets further. This framing allowed Pelago to speak directly to savvy consumers who actively track rewards and promotions.
Third, we curated lifestyle and family angles to widen reach beyond deal seekers. For parenting and lifestyle platforms, the story became about planning better family outings and school holiday experiences. byKido amplified the campaign across Facebook and Telegram to a family focused community, while Our Parenting World highlighted the value proposition for parents booking activities. On the lifestyle front, Vanilla Luxury and Augustman Singapore integrated Pelago into curated travel recommendations, ensuring the campaign felt aspirational and relevant rather than transactional. Yahoo Singapore’s weekly happenings feature further expanded visibility to mainstream readers.
The coverage helped Pelago stand out in a saturated promotional landscape. By shifting the focus from pure discounting to empowerment, the campaign encouraged travellers to rethink booking habits and see Pelago as a value driven platform. Instead of being just another travel site offering deals, Pelago was positioned as a confident player willing to challenge assumptions and reward customers who may have booked elsewhere.
Travel decisions are often emotional. Through this campaign, Saltine helped Pelago tap into a common frustration and turn it into a conversation about smarter choices and added value. By aligning messaging across multiple lifestyle and finance platforms, the story stayed cohesive while reaching diverse audiences.
Saltine Communications is proud to be Pelago’s PR agency on record for this campaign in Singapore. We’re honoured to be able to celebrate our clients’ achievements alongside them as their dedicated PR agency in Singapore and Southeast Asia! Drop us a note at hello@saltinecomms.com to find out how we can get your brand onto the media at affordable rates.
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