SIA's new campaign to take off with fresh approach
Ads will focus on how SIA goes to great lengths to give customers the best
The iconic Singapore Girl has gone from centre stage to back seat in Singapore Airlines' new advertising blitz, which goes public next week.
She is still part of the show but the focus is on how SIA goes to great lengths to give customers the best - be it tea from China, art movies from Venice or leather from Scotland for its seats.
A five-minute video clip posted on the airline's Facebook page gives a sneak peek of what customers can expect and the work that went into putting the campaign together.
In it, SIA acting senior vice-president (sales and marketing) Chin Yau Seng said: "We know that every Singapore Girl is seen as an icon and with this campaign, we are taking a fresh approach."
As times change, the brand needs to evolve with those changes... What we wanted to do was create a fresher, more relevant, more contemporary look for the airline.
- Mr Robin Nayak, head of strategy at ad agency TBWA Singapore, in a Facebook clip