ASIA-PACIFIC, FEBRUARY 2011 – After releasing “Making of” videos for its latest ad campaign a week in advance, Singapore Airlines (SIA) has unveiled its “Across the World” campaign by creative agency TBWASingapore. MEC is media agency for the campaign.
The iconic Singapore Girl is the protagonist of the TVC, interacting with people in four cities seamlessly flowing into each other. What appears to be a one-take shot is a product of location shoots in China, France, India and the United States, showing the diversity of SIA’s destinations.
“Contrary to popular belief, the Singapore Girl was never excluded from Singapore Airlines’ ads as we recognize the strong emotional connection our customers had with our brand as a result of the iconic image of the Singapore Girl,” said the airline in a statement to adobo. “Our new campaign showcases the Singapore Girl’s Asian hospitality and world-class service standards while bringing the romance of travel to life. By having the Singapore Girl front our latest campaign, we hope to remind our customers and the public of these attributes that sets us apart from other carriers – excellent onboard service that can only be provided by SIA.”
The integrated campaign includes digital platforms, which are part of all the airline’s promotional campaigns. Singapore Airlines is known as premium and full-service airline and is committed to this despite the proliferation of budget carriers.
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