Singapore Airlines has launched its first new global advertising campaign in the post-pandemic era with a distinctively familiar theme – the promise of world-class service provided by the Kebaya-clad ‘Singapore Girl’ cabin crew.
The campaign is entitled ‘Welcome to World Class’ and explores the airline’s commitment to providing exceptional service to every passenger, whether they are travelling in First Class or Economy.
“At Singapore Airlines, service excellence is deeply ingrained in our DNA and our customers are at the heart of everything we do,” commented the airline’s senior vice president of commercial, Lee Lik Hsin on Monday.
“This campaign highlights our unwavering commitment to deliver a world-class travel experience, no matter the duration of the journey,” Hsin continued.
As ever, Hsin said that the image of the airline’s cabin crew was “central to this promise” – embodied in the film commercial and print advertisements in the form of the iconic Singapore Girl who has played a central part in the image of the carrier since the 1970s.
Prior to the pandemic, the airline carried out a review in 2019 that confirmed that the iconic Singapore Girl and the airline’s emphasis on customer service was the “crucial differentiator” that set Singapore Airlines apart from its rivals.
The centrepiece of the latest campaign is a 90-second commercial that was filmed in Auckland, Barcelona, Mumbai and Shanghai, as well as the airline’s home in Singapore.
The commercials will feature on television and social media, alongside print and digital advertising.
Mateusz Maszczynski honed his skills as an international flight attendant at the most prominent airline in the Middle East and has been flying throughout the COVID-19 pandemic for a well-known European airline. Matt is passionate about the aviation industry and has become an expert in passenger experience and human-centric stories. Always keeping an ear close to the ground, Matt's industry insights, analysis and news coverage is frequently relied upon by some of the biggest names in journalism.