Singapore Airlines has launched a new brand campaign around the theme ‘The Lengths We Go To’.
The global campaign will run across various platforms and is said to be the result of a customer review made a year ago that “aimed at focusing the airline’s marketing communications on the attributes that set it apart from the rest of the industry”.
The adverts feature a customer, the ‘Singapore Girl, in Glasgow, Scotland; Fujian, China and Venice, Italy. Each location is said to depict a part of the airline’s customer service, such as quality products from China; comfort from a Glasgow tannery as well as its in-flight entertainment and sponsorship of the Venice Film Festival.
“Our customers’ preferences have always been the foremost consideration in the curation process for our new products which are sourced from all over the world. This new campaign sets out to reaffirm this commitment,” said SIA’s vice president commercial Mark Swee Wah.
“The scenarios in the advertisements are examples of our commitment to delivering a special experience to our customers, with the Singapore Girl symbolising the lengths to which we go to bring them the feeling of home on every flight. The essence of the Singapore Girl and her gentle, caring ways remain especially relevant today. In this ever-changing world, it is even more important for service excellence to be the key differentiator,” he added.
The adverts will be rolled out over the next three weeks, with a new microsite going behind the scenes of its adverts and a combination film to go online. Its YouTube page has also been revamped.