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Singapore Airlines Launches New Brand Campaign

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02 September 2013 – Singapore Airlines (SIA) launches a new brand campaign today named “The Lengths We Go To”, showcasing 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. 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 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.   

The commercials will be released progressively over three weeks, with the first being broadcast from today. 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 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 offerings.

 The Airline’s YouTube page,, has also been revamped, featuring more interactive navigation and enhanced organisation of content.

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