Would the Singapore Girl image - conceptualised by Batey's founder Ian Batey - be ditched, some asked. To their relief, she stayed in many of TBWA's ads.

Still, the American ad group, known for its quirky work for brands such as M1 and the AXN channel, was expected to produce work that stood out as well as apart from Batey's, the name behind SIA's ad campaigns for the past 35 years.

But industry experts and the man in the street said TBWA's new ad campaigns, rolled out late last year, have not made a deep impression yet.

TBWA has released three advertising campaigns since last November, encompassing both print and television ads.

A spokesman for TBWA said its campaign pitch focuses on consumers and the benefits they would get.

Its TV ads centre on premium cabin products such as the Airbus 380's Singapore Airlines Suites.

For print, 'frequency' ads are used to show increased flight frequencies, as well as new destinations like Houston in the United States.

While there have been mixed reactions to the ads, most people were glad that the Singapore Girl image had been retained.

There was a public outcry last year when it was suggested by women's group Aware that the Singapore Girl image ought to be retired. Many felt it had become iconic.

Mr Xavier Lim, the airline's divisional vice-president for marketing, explained that SIA wanted the stewardess' image of friendly service and Asian hospitality to be kept.

Mr Dan Paris, group managing director of the TBWA group, said there had never been any doubt about the Singapore Girl's role in SIA's ad campaigns.

Apart from the Singapore Girl issue, not everyone agreed other changes made were for the better.

Mr Kelvin Pereira, regional chief creative at Crush Advertising, said the TV ads showing the A380 were lacking in 'emotion'.

'The early Batey work in the 1970s and 1980s was far superior. The current campaign neglected to show us all the little touches that SIA is known for,' he said.

Mr Robert Tan, who is working in asset management, said of the Houston print ads: 'As some are hand-drawn, they look cartoon-like and lack the warmth of the real SIA Girl from previous ads.' Associate Professor Lee Chun Wah from the Wee Kim Wee School of Communication and Information had no quarrel with the hand-drawn ad featuring Houston.

But he said the 'frequency' ads for places like Zurich were a little ambiguous about their message as the picture focuses on a product of Zurich - cheese - with only a small picture of the Singapore Girl.

Among those who lauded TBWA's efforts was communications studies undergraduate Lim Yan Wen.

'The ads are not as attention- grabbing as the Batey ones. You have to slow down to notice them. Yet, when you look more closely, you realise that they reflect SIA as a global brand in a much better way,' she said.

Mr Anthony Ng, owner of DecisionOne International advertising agency, said the new destination advertisements were refreshing while also comfortingly predictable.

Added Prof Lee: 'The approach is fresh and straightforward. There is no need for lengthy copy or fancy graphics as SIA is an established brand.'

In response to the mix of comments about TBWA's campaigns, the ad group said it was important that SIA's leadership in product and service be consistently reinforced.

TBWA said it plans a series of further campaigns.

shulis@sph.com.sg

What are your views on the new SIA campaigns? Please e-mail suntimes@sph.com.sg