Singapore Airlines (SIA) is putting you first, regardless of which class you travel, at the heart of everything it does with the launch of a new brand campaign, “The lengths we go to”.
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. It is the culmination of a wide-ranging review, which started a year ago, aimed at focusing the airline’s marketing communications on the attributes that set it apart from the rest of the industry.
Mak Swee Wah, SIA’s executive vice president commercial, 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.”
SIA’s iconic Singapore Girl plays the protagonist in the three commercials, which were filmed on location in Fujian in China, Glasgow in Scotland, and Venice in Italy.
“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,” Mak added.
The first commercial depicts how SIA tailors quality products to suit the needs of its customers. A tea plantation and teahouse in Fujian were selected as the setting as this is the region from which SIA sources jasmine tea. (See video below).
The second commercial illustrates how SIA delivers the comforts of home through innovative products and services. Renowned Glasgow-based Andrew Muirhead & Son, Europe’s oldest tannery, was used as the filming location, as it is where the leather used in SIA’s Business Class seats is produced. (See video below).
The third commercial demonstrates SIA’s focus on curation to offer customers the best from around the world. It is set in Venice, and features the Venice Film Festival, for which SIA is the Official Airline this year. (See video below).
The commercials will be released progressively over three weeks, with the first broadcast on August 2. A combination film, incorporating all three advertisements, will be released later this month.
This campaign also marks a shift to actively engage consumers via digital touchpoints. As part of that shift, a new microsite is being launched on singapore.com. It will feature a behind-the-scenes look at the production of the commercials, photo essays and videos explaining how SIA’s brand promise is validated through its offerings.
• Videos courtesy of Singapore Airlines and YouTube
