Singapore Airlines makes every journey personal in a new brand film by TBWA\Singapore

SIA_Film_Forest1.jpgSingapore Airlines has launched its new campaign, 'Making Every Journey Personal', reinforcing the brands' commitment to service excellence, and making every customer feel special, regardless of the class in which they travel.

Created by TBWA\Singapore, the campaign conveys the sense of an immersive personal journey that many customers experience when travelling with Singapore Airlines.

"We wanted to demonstrate how the airline creates experiences that are designed entirely
around the customer," said Gary Steele, Executive Creative Director at TBWA\Singapore.

"The kind of experiences that allow you to feel like you're in your own world, even 30,000 feet
in the air and many thousands of miles from home."

SIA.jpgSIA2.jpgThe brand film exemplifies this idea through protagonist, the Singapore Girl, actively engaging with customers in their imaginative worlds, before revealing they are actually on board a flight enjoying a special moment enabled by her attentive and personalised service.

As is the case for all Singapore Airlines' marketing materials and brand campaigns, the Singapore Girl starred in the film is not an actress, but an actual member of Singapore Airlines' multi-talented cabin crew.

The new film will be aired on TV and digital channels worldwide, whilst also screening in
selected movie theatres.

This campaign also features the latest cabin products available on the Singapore Airlines
A380, and is a continuation of the airline's narrative around product leadership and service

"Singapore Airlines has long been synonymous with warm, intuitive and attentive service,
complementing the most advanced inflight products. In an era when travel often feels
impersonal, we felt it timely to remind how Singapore Airlines, the world's most awarded airline, makes every moment personal through attention to detail, unparalleled levels of
comfort and privacy and, especially, the human touch." said Campbell Wilson, Senior Vice
President Sales and Marketing, Singapore Airlines.
Watch the brand film here:

Credits -
Executive Creative Directors: Gary Steele, Hagan de Villiers
Creative Directors: Perry Essig, Jennie Morris
Copywriter: Claudia Riberio
Art Director: Weicong Chong
Group Head, Brand Team Management: Dawn Lee
Brand Director: Nastasha Gotangco
Planner: Yanting Wong
Project Manager: Becky Loh
Executive Producers: Haydn Evans, Sariyanti Sannie (SixToes.TV)
Production House: AppleBox Asia
Director: John S Park
Director of Photography: Werner Maritz
Executive Producers: Khoo Peng Tein, Dane Neo, Josephine Ong
Music: Song Zu
Composer: Adrian Sergovich
Music Directors: Ramesh Sathiah, Gerard Fitzgerald
Sound Design: Damian Waddell
Executive Producer: Ian Liew

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