SIA launches new brand campaign ‘The Lengths We Go To’ by TBWA
Friday, 6 September 2013 03:56
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Singapore Airlines (SIA) has launched a new brand campaign 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 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 we go to. Despite the progression of time, the essence of the Singapore Girl and her gentle, caring ways remain especially relevant today, in an increasingly competitive environment where service excellence is the key differentiator,” added 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. 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 offerings.
The airline’s YouTube page, youtube.com/user/singaporeair, has also been revamped, featuring more interactive navigation and enhanced organisation of content.
