Singapore Airlines launches new global brand campaign ‘Welcome to World Class’

Singapore Airlines (SIA) launched its latest global brand campaign, which  will run on television, print, digital, out-of-home, and social media platforms.  Titled Welcome to World Class, the campaign reflects the Airline’s commitment to deliver an exceptional customer experience across the end-to-end travel journey.

This is epitomised by SIA’s iconic cabin crew in the 90-second campaign video,  which highlights their varied and personal experiences with people and cultures  from around the world. The inimitable connection that they have with the  Airline’s customers, along with their distinctive combination of empathy and  confidence, enable SIA to deliver its world-class in-flight service on a daily basis.

Singapore Airlines, service excellence is deeply ingrained in our DNA and our  customers are at the heart of everything we do. This campaign highlights our  unwavering commitment to deliver a world-class travel experience, no matter the  duration of the journey. Our award-winning cabin crew are central to this  promise, with their rich and diverse experiences, as well as their dedication to  customer service, having a positive impact on everyone around them.”

Directed by filmmaker Liz Murphy, the uplifting video was filmed in Singapore,  Auckland in New Zealand, Barcelona in Spain, Mumbai in India, and Shanghai in  China. The Airline conducted in-depth research to measure its global brand  perception, and used the findings to create a campaign that aims to resonate  with customers around the world.