Singapore Airlines launches new brand campaign
View(s):Singapore Airlines (SIA) this week launched a new brand campaign titled “The Lengths We Go To”, showcasing what it called ‘the airline’s unwavering commitment to putting the customer at the heart of everything it does, in all classes of travel’.
The global campaign, which will run on television, print and digital platforms, turns the spotlight on the lengths to which the airline goes to make every customer feel special, according to a media statement issued by the airline.
The campaign, it said was the culmination of a wide-ranging review which started a year ago. Customers across different age, income and gender groups were interviewed as part of the review, which was conducted with creative agency TBWA.
Explaining the thinking behind the campaign, Singapore Airlines’ Executive Vice President Commercial, Mak Swee Wah, said: “Making every customer feel at home when they fly with us has always been the cornerstone of our service philosophy. 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.”
The statement said that Singapore Airlines’ efforts to deliver the best travel experience to its customers are epitomised by the iconic Singapore Girl, who plays the protagonist in three short features.
“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 we go to. Despite the progression of time, the essence of the Singapore Girl and her gentle, caring ways remain especially relevant today, in an increasingly competitive environment where service excellence is the key differentiator,” added Mr. Mak.
The three commercials were filmed on location – Fujian in China, Glasgow in Scotland and Venice in Italy – and involved local production crews of hundreds of people.
A combination film, incorporating all three advertisements, will be released later this month.
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