ASIA-PACIFIC – SINGAPORE, JANUARY 28, 2011 – TBWA has created a new campaign for Singapore Airlines, bringing back the iconic Singapore Girl to the screen after a hiatus.
The behind-the-scenes videos on YouTube find the Singapore Girl and the production crew in the streets of San Francisco in the United States, the French capital Paris, the city of Jaisalmer in India’s Rajasthan state, and the scenic Wuzhen in China with its famed canals. The campaign will launch on February 3.
Sources say the TBWAAsia’s Creative at Large John Merrifield had a hand in the campaign, which brings back the Singapore Girl in the spotlight. The Straits Times calls it a "throwback to the 1980s", but there is no harm there. The allure of the Singapore Girl is legendary. With the Singapore Girl in view, expect a rise in the charm quotient of Singapore Airlines…and in sarong kebaya sales.
