Singapore Airlines leveraged eBay for Inauguaral Flight of new A380

Only 2 days left to the inaugural flight of the new super-plane Airbus 380 from Singapore to Sydney by Singapore Airlines. The new double decker Airbus A380 is due to make aviation history with
it’s first commercial flight on October 25. The flight will
be between a return flight between Singapore to Sydney.

Creating buzz, giving back, being the first, and leveraging the Internet were the recipes for Innovation for Singapore Airlines. So many companies talk about innovation, but this has been a flawless execution with taking a bit

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Due to the demand from aviation enthusiasts to be first to fly on the revolutionary plane Singapore Airplines
have come up with a novel way

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to distribute the tickets fairly –
auction them on eBay to be paid with PayPal! All the proceeds from the
sale of tickets on the first flight will be donated to charity. eBay and PayPal will subsidise the fees and ExxonMobil Aviation are
donating the fuel for the flight to ensure the charities

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get the
maximum benefit possible. The money will be split equally between, Singapore’s Community Chest, The Children’s Hospital (Randwick and Westmead), and Médecins Sans Frontières.

The auction on eBay ran for two weeks from August 27th to September 10th, attracted over 26 million hits from over 160 countries, and generated over US$ 1.9 million for charity.
auction was one of the largest charity auctions, and among the most
complex, ever held on eBay, and the largest it has operated across the
Asia-Pacific. Some 366 auction items have been listed over the last 2
weeks, including seats in all three classes, in singles, pairs and
The eBay pages hosting details of the Singapore Airlines
A380 First Flight Charity Auction recorded over 26 million hits during
the auction, with Australia, Germany, the US then Canada making up the
most visitors to the sites. Data suggests internet users from over 160
countries visited the auction pages at some point during the auction.
Throughout the two weeks of the auction – conducted on eBay, the
world’s largest online marketplace – around 2,000 bidders pre-qualified
by paying a security deposit, while several thousand others registered,
so far buying 638 seats on both legs of the flight. A record was

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achieved for the sale of the first Singapore Airlines
Suites package on the Singapore-Sydney flight, which sold for
US$100,380 (S$153,000). The bargain of the auction was a single
Economy seat from Sydney to Singapore, which sold for US$560 (S$853). The Suite Packages include a 1:100 (2 by 2 meter) model of the
A380, a flights
paid trip to Singapore Airlines headquarters in Toulouse, France to
witness the delivery of the first Airbus A380, VIP transport to and
from your flight on the A380 including first class tickets from
anywhere in the world to Singapore and limousine

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transfers between
Singaporean purchased three Singapore Airlines Suites, two Business
Class seats and an Economy Class seat on the Singapore-Sydney sector,
paying US$56,000 (S$85,280) for the six seats.
made up the largest nationality of successful bidders (15%), followed
by Singaporeans (11%), Britons (6%), Americans (4%) and Germans (3%).
The other 60% come from all over the world. Successful
bidders ranged in age, from a San Francisco man who will turn 22 on the
day of the flight, to a 76 year old from Vancouver, Canada.

Here I am with my friend Michael Stellwag, eCommerce Director for Singapore Airlines (North America) at the iMedia Summit (toggether with Andrew Brooks from Value Click) discussing this online auction.

Have a look at this video where Singapore Airlines CEO Chew Choon Seng takes the CEOs of Airbus and Rolls Royce on a tour of its first Airbus A380.


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2008-03-25 20:20:41

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