Druk Air first launched its Bhutan Singapore service in August 2012.
In 2016, Drukair continued to actively drive marketing campaigns in Singapore. Firstly, Drukair tapped on the fan base of Rachel Lim, a key opinion leader, as well as Herworld Plus, to promote Bhutan as a luxury destination to affluent female travellers. A travel experience video was jointly produced by Drukair and Changi Airport to help travellers plan their trip to Bhutan.
Popular bloggers were engaged to highlight Bhutan's destination appeal, and the campaign capped off with a lucky fan of Changi Airport's Facebook page winning a trip to Bhutan on Drukair. Drukair also partnered Changi Airport to conduct a series of trade shows and consumer road shows in Singapore, Kuala Lumpur and Jakarta, creating awareness and promoting Changi Airport as a gateway to Bhutan.
Drukair also sponsored a film, Happiness, which features the life of a Bhutanese monk. The film was screened at the Buddhist Film Festival and enhanced Bhutan's appeal to Buddhist pilgrimage travellers. Together with Druk Asia and Changi Airport, Drukair hosted a 14 -day consumer road show at Ion Orchard to promote the Bhutanese experience, such as photo booth, food tasting and trying on traditional Bhutanese clothing. The Royal Weaver of Bhutan was even invited to demonstrate traditional weaving techniques. With a series of marketing campaigns,
Drukair achieved a 38 % growth in passenger traffic between Singapore and Bhutan in 2016.
Drukair first won the Best Airline marketing award in 2013 and becomes the first airline to win this award twice in the history of Changi Airlines Awards.