Singapore Airlines Campaigns

Asian airlines are renowned for topping customer service polls and Singapore Airlines (SIA) frequently leads the pack. It hasn't rested on its laurels as proved by the launch of a global brand campaign this week. Sat Bal (4 Sep'13)

“The Lengths We Go To” is SIA's campaign and it portrays 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, was inspired by a review which started a year ago. This saw SIA engage its marketing communications with the attributes that differentiate it from the rest of the airline industry. The process was aided by creative agency TBWA which interviewed SIA customers.

“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," said executive VP Commercial Mr Mak Swee Wah. "This new campaign sets out to reaffirm this commitment.”
SIA's Singapore Girl symbolises caring service in three short features and all 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 tea plantation and teahouse in Fujian set the scene as the region from which SIA sources Jasmine tea. The second commercial features Glasgow-based Andrew Muirhead & Son, Europe’s oldest tannery as the source of the leather used in SIA’s business class seats. The third ad takes us to Venice and features the Venice Film Festival, for which SIA is the Official Airline this year. There's also a nod to SIA’s award-winning KrisWorld in-flight entertainment system features films in more than 10 languages.
The commercials will be released progressively over three weeks, with the first being broadcast this week. 
See the video at  bit.ly/17hCxKw 


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