Singapore Airlines new global brand campaign features its cabin crew

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 shows SIA’s commitment to deliver an exceptional passenger experience across the end-to-end travel journey.

The highlight of the campaign is a 90-second video featuring Singapore Airlines cabin crew.

The video highlights SIA crew and their varied and personal experiences with people and cultures from around the world.

For decades SIA cabin crew have been the primary focus of their advertising. This ad aims to show the connection they have with SIA’s passengers, along with their distinctive combination of empathy and confidence.

Mr Lee Lik Hsin, Executive Vice President Commercial, Singapore Airlines:

“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.”

Directed by filmmaker Liz Murphy, the uplifting 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.

N.B. Image and video: Singapore Airlines

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