Singapore Airlines (SIA) has launched a new
brand campaign named “The Lengths We Go To”, showcasing the
airline’s 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. 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.
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 brand
campaign, Singapore Airlines’ Executive Vice President Commercial,
Mr 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.”
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 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,” added Mr Mak.
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.
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.
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.
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. In addition to Hollywood
blockbusters, SIA’s KrisWorld inflight
entertainment system features films in more than 10 languages,
including a selection of critically acclaimed artistic films to
cater to customers’ varied preferences.
The commercials will be released progressively
over three weeks, with the first being broadcast on Monday (2/9). 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 singaporeair.com. In addition
to the four films, 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
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