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Videos: Singapore Airlines launches its new ad campaign “The lengths we go to”

by Devesh Agarwal

Iconic national carrier Singapore Airlines (SIA) has launched a new global brand campaign named “The Lengths We Go To”, showcasing the airline’s commitment to putting the customer at the heart of everything it does.

Explaining the thinking behind Singapore Airlines service experience, and the brand campaign, Singapore Airlines’ Executive Vice President Commercial, Mr Mak Swee Wah, said

“Making every customer feel at home when they fly with us has always been the cornerstone of our service philosophy. Our customers’ preferences have always been the foremost consideration in the curation process for our new products which are sourced from all over the world. This new campaign sets out to reaffirm this commitment.”

Tan Pee Teck, Senior Vice President of Product and Services at Singapore Airlines, along with three of his colleagues explain the customer centric focus of Singapore Airlines in this video which also shows insights on the rigorous training regime that goes to make the iconic Singapore Girl cabin crew.

Mak further explains

“The scenarios in the advertisements are examples of our commitment to delivering a special experience to our customers, with the Singapore Girl symbolising the lengths we go to. Despite the progression of time, the essence of the Singapore Girl and her gentle, caring ways remain especially relevant today, in an increasingly competitive environment where service excellence is the key differentiator,”

And the Singapore Girl, plays the protagonist in all three commercials which were filmed on location – Fujian in China, Glasgow in Scotland, and Venice in Italy – and involved local production crews of hundreds of people.

The first commercial depicts how SIA tailors quality products to suit the needs of its customers. A tea plantation and teahouse in Fujian were selected as the setting as this is the region from which SIA sources Jasmine tea.

The second commercial illustrates how SIA delivers the comforts of home through innovative products and services. Renowned Glasgow-based Andrew Muirhead and Son, Europe’s oldest tannery, was used as the filming location as it is where the leather used in SIA’s Business Class seats is produced.

The third commercial demonstrates SIA’s focus on curation to offer customers the best entertainment from around the world. It is set in Venice and features the Venice Film Festival, for which SIA is the Official Airline this year.

The commercials will be released progressively over three weeks, with the first being broadcast from today. A combination film, incorporating all three advertisements, will be released later this month.

The airline has also made a video showing the making of the advertisements.

About Devesh Agarwal

A electronics and automotive product management, marketing and branding expert, he was awarded a silver medal at the Lockheed Martin innovation competition 2010. He is ranked 6th on Mashable's list of aviation pros on Twitter and in addition to Bangalore Aviation, he has contributed to leading publications like Aviation Week, Conde Nast Traveller India, The Economic Times, and The Mint (a Wall Street Journal content partner). He remains a frequent flier and shares the good, the bad, and the ugly about the Indian aviation industry without fear or favour.

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