Making Every Journey Personal by Singapore Airlines

Making Every Journey Personal by Singapore Airlines

Singapore Airlines has launched a new ad that according to the ‘Live and Let’s Fly’ blog “magically captures the allure of flying SIA.”

The ad features the icon of Singapore Airlines, the “Singapore Girl”, engaging with customers in their own imaginary worlds, before showing they are actually on-board a flight.

For example, a child is first of all in a magical forest with the Singapore Girl, before later in the clip being with her on a plane with her colouring book. A couple watches an orchestra, and the Singapore Girl dims the lights, later it is revealed that they are on board, and she is doing this for them on a flight.

As is the case for all Singapore Airlines’ marketing materials and brand campaigns, the Singapore Girl starred in the film is not an actress, but an actual member of staff.

According to Gary Steele of agency TBWA, which created the spot, “We wanted to demonstrate how the airline creates experiences that are designed entirely around the customer. The kind of experiences that allow you to feel like you’re in your own world, even 30,000 feet in the air and many thousands of miles from home.”

The ad has been well received by the travel trade, aviation and marketing press.

Marketing website Mumbrella called the ad “sumptuous”, and said that SIngapore Airlines had delivered a “visual feast.”

Meanwhile in one of his regular SimpliFlying Live shows, SimpliFlying CEO Shashank Nigam praised the new Singapore Airlines ad for not getting into a ‘my seats are wider than your seats’ kind of competition, and instead concentrating on “the feeling you get when you fly Singapore Airlines….that you are cared for.”

One slight dissenting voice however came from MSN News.

Reminding readers that even a five star airline like Singapore Airlines sometimes has bad press and reviews, MSN wondered whether it was “an attempt to win back the loyalty and love of its customers after recent backlash like when SIA implemented (and quickly ditched) its credit card surcharges, or when the airline got on people’s nerves with its automatic inclusion of travel insurance, or when one unhappy passenger’s post about his luggage being tampered with went viral.”

Singapore Airlines Takes Delivery Of The First 787-10

Meanwhile, Singapore Airlines has taken delivery of the first 787-10 Dreamliner, in a ceremony attended by 3000 people in Charleston, South Carolina, before flying to Singapore.

In last month’s edition we profiled Qatar Airways, which ran a mini-campaign called #Firstin1000, to celebrate the delivery of the A350-1000 from the Airbus factory in Toulouse to Doha. What was noteworthy about that campaign was that Qatar Airways filled the delivery flight with aviation bloggers and journalists and made senior executives available for interview.

Singapore Airlines has taken a similar approach, many of the same influencers who were on the Qatar Airways flight from Toulouse were also on the Singapore Airlines flight from Charleston, and they used the in-flight WiFi to tweet and post about their experience to their tens of thousands of fans.

As we said when talking about the Qatar Airways A350-1000, this is a smart move.

Many aviation bloggers have a reach that actually rivals that of many mainstream media outlets and as these people live and breathe aviation, you can count on them to share countless updates of the flight.

Key Take-Away

As Shashank Nigam explained in his SimpliLive broadcast, Singapore Airlines is a truly iconic aviation brand and it has take them a long time to consistently build that reputation.

The ad works on two levels. It is well put together, engaging and beautifully shot. But it’s also a clear continuation of the kind of brand ethos Singapore Airlines has been trying to build. You watch it, and it clearly has a Singapore Airlines look and feel about it.