SIA takes off on transformation journey

Big overhaul of iconic brand on the cards with hunt on for agencies that can create impact

Singapore Airlines could relook the role of the iconic Singapore Girl as it seeks "fresh perspective" on how the SIA brand should be modernised. Looking for a new creative partner is part of a three-year transformation that the airline embarked on a
Singapore Airlines could relook the role of the iconic Singapore Girl as it seeks "fresh perspective" on how the SIA brand should be modernised. Looking for a new creative partner is part of a three-year transformation that the airline embarked on a year ago, recognising the need to reposition itself in the face of challenges as the global competition intensified.ST PHOTO: LIM YAOHUI

The Singapore Airlines (SIA) brand, including the role of the iconic Singapore Girl, looks set for a major overhaul as the company pushes for transformation amid major challenges.

The airline is on the hunt for an agency or agencies to handle integrated strategy, brand and creative aspects, media, content, website, app and production.

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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 'SIA takes off on transformation journey'. Subscribe