Singapore Airlines Unveils New Brand Campaign

Singapore Airlines (SIA) recently launched a new brand campaign named “The Lengths We Go To” to highlight its 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.

Singapore Airlines’ efforts to deliver the best travel experience to its customers are epitomized by the iconic Singapore Girl, who plays the protagonist in three short features.

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 “Understanding Your Needs” 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 “Creating Around You” 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 “Bringing You The World” demonstrates SIA’s focus on curation to offer customers the best from around the world. Featuring the Venice Film Festival, it highlights Singapore Airlines’ wide range of films in more than 10 languages.

The commercials will be released progressively over three weeks. The first was recently broadcast. A combination film, incorporating all three advertisements, will be released later this month.

“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’ executive vice president commercial, Mak Swee Wah, said.