Although it’s hard to imagine that Singapore Airlines (SIA) needs any help with boosting its image—the carrier is one of the most highly rated aloft—the company just launched a new brand campaign called The Lengths We Go To that, according to a press release received today, September 3, 2013, “Shows the airline’s unwavering commitment to putting the customer at the heart of everything it does, in all classes of travel.”
Look for the worldwide campaign, which was a year in the making and according to Singapore Airlines’ executive vice president commercial, Mr. Mak Swee Wah, is designed with the premise of “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.”
Three commercials—filmed on location in China, Scotland and Italy-- will star the iconic Singapore Girl who according to the carrier, “symbolizes the lengths it will go to for passenger comfort.
The press released describes the trio of ads as such:
- The first one shows how SIA tailors quality products to suit the needs of its customers with a tea plantation and teahouse in Fujian as the setting since this is where SIA sources Jasmine tea.
- The second centers on the comforts of home using innovative products and services. Location site for th is was the Glasgow-based Andrew Muirhead & Son, Europe’s oldest tannery, where the leather used in SIA’s Business Class seats is produced.
- The last edition was shot in Venice, Italy 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 company has also redesigned its YouTube page, www.youtube.com/user/singaporeair, adding more interactive navigation and enhanced content.