Singapore Airlines' latest global campaign focuses on stewardesses and being 'World Class'

Singapore Airlines (SIA) has launched its latest global brand campaign, which will run on television, print, digital, out-of-home, and social media platforms.

Titled “Welcome to world class”, the campaign reflects the airline’s commitment to deliver an exceptional customer experience across the end-to-end travel journey. This is epitomised by SIA’s cabin crew in the 90-second campaign video, which highlights their varied and personal experiences with people and cultures from around the world.

Directed by filmmaker Liz Murphy, the video was filmed in Singapore, Auckland in New Zealand, Barcelona in Spain, Mumbai in India and Shanghai in China. The airline conducted in-depth research to measure its global brand perception, and used the findings to create a campaign that aims to resonate with customers around the world.

Lee Lik Hsin, executive vice president commercial, Singapore Airlines, said: “At Singapore Airlines, service excellence is deeply ingrained in our DNA and our customers are at the heart of everything we do.”

“This campaign highlights our unwavering commitment to deliver a world-class travel experience, no matter the duration of the journey. Our award-winning cabin crew are central to this promise, with their rich and diverse experiences, as well as their dedication to customer service, having a positive impact on everyone around them,” Lee said.

This marks SIA’s second big global campaign since the resumption of travel. In October 2021, Singapore Airlines (SIA) launched its “We look forward to seeing you in the air again” to welcome customers back to air travel. According to an SIA spokesperson then, this was SIA’s first global strategic campaign since the pandemic started, and will last for approximately one month. TBWA\ and PHD were involved in the video. Like the current campaign, the ad was also marketed through online and international broadcast channels, print advertisements, and OOH activations.

The video also featured elements from SIA's new sonic signature, the Sound of Singapore Airlines, which was based on the airline's new batik motif.  The sonic signature comprises of three instrumental tracks titled "Singapore Airlines Landing Music", "Singapore Airlines Boarding Music", and "Singapore Airlines Lounge Music

Created by UK-based composer Rohan De Livera, along with musician Dominic Murcott and members from the SIA cabin crew and ground staff, the sonic signature saw the team spending several weeks developing the colour frequencies of the flowers of SIA's new batik motif into 14 sets of melodic fragments. 

In 2022, SIA topped YouGov’s Best Brand Rankings for the fifth consecutive year with a score of 53.5 amidst the evolving business landscape. Last year, the national carrier had a YouGov Index score of 54.9 and in 2020, its score was 60.5. In September, Singapore Airlines also retained the title as the most recommended brand in Singapore for 2022, with 86.6% of consumers saying they will recommend the brand to others. 

The rankings are based on YouGov BrandIndex’s Index score - a measure of overall brand health calculated by taking the average of impression, quality, value, satisfaction, recommend and reputation. 

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