Singapore Airline Girl's charisma on-screen after five years

Present in the Indian market for over the last forty years, their new TVC attempts to capture the discerning attitude of Indians and also at the same time their desire to travel and experience the world's multicultural landscape. Singapore Airlines' objective of the new TVC has been to showcase the Singapore Girl's Asian hospitality while brining the romance of travel to life. The Singapore Girl is a global marketing icon, one of the airline industry's most instantly-recognized figures. This powerful recognition factor gives the Airline a great marketing edge.

Speaking exclusively to Adgully, G.M Toh, General Manager India, Singapore Airlines said, "The TVC captures special moments shared by the Singapore Girl with local residents, as she journeys through the cosmopolitan flair of San Francisco, the exotic ethnicity of Jaisalmer, the romantic chic of Paris and the rustic charm of Wu Zhen in China. Through the years the Singapore Girl has become synonymous with SIA as it epitomizes our airline's Asian hospitality, warmth and world-class service standards."

He further added, "The latest campaign is an extension of this, and serves to remind our customers and the public of the diversity of the destinations, seamless connectivity and signature reputation for world-class service offered by Singapore Airlines."

The campaign, which hit international channels on 3rd February 2011 was conceptualized by TBWA. The campaign features a cultural mix of scenic locations from the cosmopolitan flair of San Francisco, exotic ethnicity of Jaisalmer, romantic chic of Paris to the rustic, cultural charm of Wu Zhen.

Apart from leveraging traditional media platforms, Singapore Airlines for the very first time has explored other dynamic media platforms such as YouTube for consumers to get an insight in to the "making of the ad' to ensure the true essence of the brand is been showcased to general public.

Commenting on other marketing strategies G.M Toh said, "Apart from the traditional media platforms adopted to promote our campaign we recognize that people are increasingly obtaining information, furthering their interests and sharing their thoughts through new dynamic mechanisms like YouTube to get the word out. We will continue to use traditional media platforms in our ad campaigns as we believe it's still relevant despite the advances in technology and cyberspace."

"In terms of channels, we have adopted an integrated marketing campaign approach to advertising and digital platforms which play a key role in all Singapore Airlines promotional campaigns. Additionally, over the years we have seen great interest from general public and consumers on how ads are put together hence we thought what better way to share "behind the scenes" moments on such new media platforms to leverage the concept," he added.

The feedback for this campaign has been extremely encouraging. The campaign was released internationally on 3rd Feb'11. Keeping in mind that Singapore Airlines has released a campaign after a five year interval; the response has been extremely positive and encouraging. As for India, it is too early to comment, said G.M Toh.

The commercial is currently airing on BBC and National Geographic, and will shortly hit the airwaves on the national channels as well. | By Janees Antoo [janees(at)adgully.com]