Singapore Airlines Launches New Brand Campaign

Singapore Airlines launches a new brand campaign “The Lengths We Go To” focusing on the airline’s unwavering commitment to putting the customer at the heart of everything it does in all classes of travel. With the Singapore Girl as the protagonist in three short features, the scenarios in the advertisements portrays the essence of the  Singapore Girl and her gentle, caring ways as a key service differentiator.

The airline’s creative agency TBWA interviewed customers across different age, income and gender groups before coming out with the creative execution. The commercials were filmed on location in Fujian, China; Glasgow, Scotland; and Venice, Italy.  They will be released progressively over three weeks.  The fourth commercial will incorporate all three advertisements and will be released later this month.

Singapore Airlines has also launched a new microsite for the campaign on singaporeair.com to engage consumers via digital touch points.  Consumers can also view behind-the-scenes footage of the commercials as well as photo essays and videos explaining how the brand promise is validated thrgouh its offerings. Check out the airline’s revamped Youtube Page.

Singapore Airlines – Understanding Your Needs

 

This commercial shows how Singapore Airlines 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 Singapore Airlines sources Jasmine tea.

Singapore Airlines – Bringing You The World

 

This commercial demonstrates Singapore Airline’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 award-winning KrisWorld in-flight entertainment system features films in more than 10 languages, including a selection of critically-acclaimed artistic films to cater to customers’ varied preferences.

 

Singapore Airlines – Creating Around You

 

This commercial illustrates how Singapore Airlines 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 Singapore Airline’s Business Class seats is produced.