News analysis

Make room for SIA Girl in major rebranding

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For almost 50 years, she has been a powerful brand ambassador.

But as Singapore Airlines (SIA) embarks on a major rebrand, the question will invariably pop up again: Is it time for the SIA Girl to take a back seat?

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A version of this article appeared in the print edition of The Straits Times on August 22, 2018, with the headline Make room for SIA Girl in major rebranding. Subscribe