Singapore Airlines is an iconic Asian brand. It has helped introduce a young nation to the world and influenced the way the planet flies. But by 2010, its star had begun to fade. Outspent by upstart Middle Eastern carriers and facing a newly austere world, its brand had become associated with a bygone age of jet-setting: a time when flying was glamorous and indulgent.
The airline needed to reimagine its brand; to retain the strengths that had made it the world’s most awarded airline while becoming more relevant to a new generation of flyers.
‘The lengths we go to’ captured the spirit behind the airline: a genuine service leader that understands the importance of making travellers feel welcome. In so doing, it has gone beyond mere advertising to become an operating mantra that is helping steer all the airline’s marketing into a truly customer centric era: where everything that is done has a clear benefit to the traveller at its core.
The campaign also enabled the airline to restate its leadership credentials and has helped connect the brand to a younger audience.