Singapore Airlines: "The Lengths We Go To"

Singapore Airlines (SIA) launched a new brand campaign titled "The Lengths We Go To", showcasing the airline's commitment to put the customer at the heart of everything it does, in all classes of travel.

 Singapore Airlines: The Lengths We Go ToCustomers across different age, income and gender groups were interviewed as part of the review, which was conducted by creative agency, TBWA. The global campaign will run on television, print and digital platforms.

Explaining the thinking behind the brand campaign, Singapore Airlines' Executive Vice President Commercial, 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."

Singapore Airlines' iconic Singapore Girl plays the protagonist in the three short features.

"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," added Swee Wah.

The first commercial showcases a tea plantation and teahouse in Fujian, as this is the region from which SIA sources Jasmine tea.

In the second commercial, Glasgow-based Andrew Muirhead & Son, Europe's oldest tannery, is used as the filming location as it is where the leather used in SIA's Business Class seats is produced. Watch the commercial here.

The third commercial is set in Venice and features the Venice Film Festival, for which SIA is the official airline this year. Watch the commercial here.

This campaign also marks a shift to actively engage consumers via digital touchpoints. As part of that shift, a new microsite is being launched on In addition to the four films, it will feature a behind-the-scenes look at the production of the commercials, photo essays and videos explaining how SIA's brand promise is validated through its offerings.

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Updated Date: Dec 21, 2014 04:27:56 IST