Singapore Airlines’ New “Welcome To World Class” Ad

Singapore Airlines’ New “Welcome To World Class” Ad

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Singapore Airlines has today unveiled its first major ad campaign since the start of the pandemic, and it’s pretty great.

Singapore Airlines’ new global brand campaign

Singapore Airlines’ newest ad campaign is titled “Welcome to World Class,” and will be run on television, print, digital, out-of-home, and social media platforms. The campaign reflects the company’s commitment to deliver an exceptional customer experience across the end-to-end travel journey.

The 90-second campaign video features a Singapore Airlines flight attendant showing her varied and personal experiences with people and cultures from around the world. The ad highlights the connection that Singapore Airlines flight attendants have with customers, and their distinctive combination of empathy and confidence, which the airline states allows it to deliver world-class inflight service on a daily basis.

The ad campaign was filmed in Singapore, Auckland, Barcelona, Mumbai, and Shanghai.

Here’s how Lee Lik Hsin, Singapore Airlines’ Executive Vice President Commercial, describes this:

“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.”.

You can see the 90-second ad campaign for yourself below.

Then below are two of the print ads that are part of the campaign.

Singapore Airlines “Welcome to World Class” print ad
Singapore Airlines “Welcome to World Class” print ad

What an elegant ad campaign!

Some airlines seem to be all over the place when it comes to the theme of their advertising campaigns, while Singapore Airlines is remarkably consistent. The airline pretty consistently has ad campaigns that highlight the company’s cabin crew, even if it’s in an abstract way.

I love this ad campaign, just as I love virtually all of Singapore Airlines’ advertising. The campaign so perfectly captures what makes Singapore Airlines special, which is its employees.

Singapore Airlines is such an iconic brand, and the airline has had so many memorable ad campaigns over the years. I still think my favorite was the 2013 “The Lengths We Go” campaign. The music, the imagery… wow!

Bottom line

Singapore Airline has launched its first major marketing campaign since the start of the pandemic, and it’s titled “Welcome to World Class.” As is the case with so many Singapore Airlines ad campaigns, this one highlights the company’s people. What an awesome, elegant campaign!

What do you make of Singapore Airlines’ “Welcome to World Class” ad?

Conversations (33)
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  1. Reynaldo Yu Guest

    Love this commercial. It shows how they prepare their job to make it excellent and truly world class that most passengers don’t see. Kudos!

  2. Robin Nayak Guest

    Thank you for calling out the lengths we go to, as your favorite. That was a labour of love and one my major contributions to the airlines advertising hall of fame. It was also a notable first step is promoting the airline’s wider service, with the Singapore Girl as the host.

  3. Mark Guest

    How pretentious. Singaporeans don't drink tea! No one in Singapore wants to drink tea!!!

    1. John Guest

      @Mark

      So you interviewed all three million+ men, women and children on their choice of beverage? I assume you did, from your vast and sweeping statement. Weird way to spend your time though...

    2. Vanessa Guest

      Haha why are you so concerned with tea? Does it matter? We do drink tea lah just less so compared to coffee.

  4. Amit Abrol Guest

    My favourite airline. Haven't travelled in a bit but can't wait to be onboard Singapore Airlines again.

  5. Steve-O Guest

    This is almost exactly the same as the Emirates "Hello Tomorrow" campaign that was launched 10 years ago. Several of the city and dancing scenes are almost mirror images. Funny since Emirates always copied Singapore Airlines and now it's the reverse!

  6. Jam Guest

    Let's be realistic, why show unrealistic and faking?
    On the company itself keep spending millions on ads frequently is bad when your management didn't do well.
    Earn little earnings and didn't save up by giving away just to lift up petty amount.

  7. glenn t Diamond

    All expensively produced visual fluff with unrealistic representations of what an off-duty female FA might do.
    Not to overthink what is presented, as poined out here already, no FA would be permitted to have/show free-flowing hair when in uniform, wear uniforms when seemingly out picking tea, doing a spot of Indian dancing, checking out flea-market art etc.
    Nor would accompanying young and fun (probably not Economy types) on these adventures be encouraged by...

    All expensively produced visual fluff with unrealistic representations of what an off-duty female FA might do.
    Not to overthink what is presented, as poined out here already, no FA would be permitted to have/show free-flowing hair when in uniform, wear uniforms when seemingly out picking tea, doing a spot of Indian dancing, checking out flea-market art etc.
    Nor would accompanying young and fun (probably not Economy types) on these adventures be encouraged by SQ management.
    My experience in F and Business on SQ is that the FAs are polite and attentive,but rarely personable or what I'd consider friendly. Thats all fine, and I certainly do not expect to hook up later for zany adventures!
    As I say, all visual fluff, not based in reality.

    1. John Guest

      @glenn T

      All I say is, grumpy old man grumbles....now go take your afternoon nap gramps.

    2. Vanessa Guest

      If an ad is all based on reality it will be …zzz … so boring right? We all can do with some creativity and symbolic contents.

  8. Mark Guest

    I guess it's fun to see a young, cute SQ FA flying around the world and making friends with everybody, but I'm not really sure how it compels one to make a purchase decision in favor of SQ over competition? (And that's usually the justification for advertising dollars in most companies.)

    I received the email this morning and watched it, and I was clueless about what SQ was trying to tell me. At first I...

    I guess it's fun to see a young, cute SQ FA flying around the world and making friends with everybody, but I'm not really sure how it compels one to make a purchase decision in favor of SQ over competition? (And that's usually the justification for advertising dollars in most companies.)

    I received the email this morning and watched it, and I was clueless about what SQ was trying to tell me. At first I thought SQ was introducing a new cabin on their planes called "World Class." I had to read the press release to understand where they were going with the concept.

    That's not good advertising if one must do a little bit of homework.

    It's a fun video, though.

  9. Always Flying Somewhere Guest

    I love the subtle "5-Star Badge" dig at QR.

  10. mike Guest

    the cabin crew on SQ always look stressed and frazzled esp the noobs - trying too hard to remember every little detail they have been drilled in during training. Gimme a spontaneous and funloving crew anytime!

    1. David Diamond

      Like the spontaneous treatment David Dao received?

  11. Ed Guest

    Did you know that you'll never see SQ female crew with long hair onboard unlike in the ads due to their strict hair and makeup policy? Misrepresentation much? :P

    1. Eskimo Guest

      Let's not start about misrepresentation, equality, sexism, body shaming etc.

      SQ is not trying to be politically correct.

    2. David Diamond

      Well, the US has been "politically correct" with words to parody worthy extremes. yet actions speak louder than words. Look at the number of state sanctioned killings of blacks by the police and the backsliding when it comes to abortion, amongst a huge host of their own politically incorrect (and downright huge violations of basic human rights).

      Just leave relatively decent countries like Singapore alone, just because they don't conform to ideals the US itself...

      Well, the US has been "politically correct" with words to parody worthy extremes. yet actions speak louder than words. Look at the number of state sanctioned killings of blacks by the police and the backsliding when it comes to abortion, amongst a huge host of their own politically incorrect (and downright huge violations of basic human rights).

      Just leave relatively decent countries like Singapore alone, just because they don't conform to ideals the US itself can hardly adhere to.

    3. Eskimo Guest

      @David

      You're suggesting the world police should mind our own business rather than trying to trying to poke our nose in a foreign authoritarian regime?

      While you might think that state sanction the killing of blacks, numbers don't lie.
      State is historically more focused on Asian, Arab, Persian, and just last year, Slavic.

      In terms of casualty, police brutality is nothing compared to cruise missiles.

      I do like your term.
      "conform to ideals...

      @David

      You're suggesting the world police should mind our own business rather than trying to trying to poke our nose in a foreign authoritarian regime?

      While you might think that state sanction the killing of blacks, numbers don't lie.
      State is historically more focused on Asian, Arab, Persian, and just last year, Slavic.

      In terms of casualty, police brutality is nothing compared to cruise missiles.

      I do like your term.
      "conform to ideals the US itself can hardly adhere to."
      That sums up what we're up to the last couple of decade and our policy for the foreseeable future.

  12. Eskimo Guest

    Of course they have to film it around the world.

    There is so much you can do on a tiny island besides getting penalized for frivolous reasons.

  13. Ethan Guest

    Find it interesting they have shot in China, didn't China only open the border in less than a month ago? Seems a short time for an ad campaign like this. (And if it's earlier, curious about the logistics since I think China had strict restriction on crew's movement before reopening border.

    1. Eskimo Guest

      Stock footage + green screen.
      Actual footage + deepfake.

      Just to name a few and and not that this is the case, but this is 2023.
      You can make video of dead people and make them alive. ChatGPT would give them real dialogue. Alexa is about to mimic voice. Meta and TikTok will fool the world.

  14. Calvin Guest

    My favourite ads are still from the 1980s, with the soft focus scenes being surreal and classy! - https://www.youtube.com/watch?v=OMiKrvv9xVQ

  15. Hans Guest

    I got this in my email this morning. No deals, discounts or anything. Just a spammy brand ad right in my inbox. I hate when companies pull that shit.

  16. WW Guest

    Pity they dropped the successful Singapore Girl (The only way to fly) campaign. Always associate that music to my Singapore Airline flights. Similarly, hearing the 'Love's Theme' and it's association to Cathay's old adverts and boarding music.

    1. DCS Diamond

      Having just redeemed a bunch KrisFlyer miles to fly almost exclusively with SQ crisscrossing SE Asia as a KrisFlyer Gold for 4 weeks, I am now very strongly of the opinion that from the loyalty side of things I prefer "Rhapsody in Blue" to the music that was associated with the "Singapore Girl" or that which is associated with their latest ad campaign. I've decided that UA elite statuses from Premier Gold and higher are...

      Having just redeemed a bunch KrisFlyer miles to fly almost exclusively with SQ crisscrossing SE Asia as a KrisFlyer Gold for 4 weeks, I am now very strongly of the opinion that from the loyalty side of things I prefer "Rhapsody in Blue" to the music that was associated with the "Singapore Girl" or that which is associated with their latest ad campaign. I've decided that UA elite statuses from Premier Gold and higher are significantly more valuable to me than SQ Gold will ever be. The KrisFlyer offers its elites almost nothing at all. I won't be trying to retain my SQ Gold status as I intended to. I will continue crediting all my miles to UA because as a UA million miler, the worst I could do would be Premier Gold/*G, which would get me nearly everything that SQ Gold would.

      In many ways, I do agree that SIA is overrated, something that it perpetuates with rose-colored ads campaigns like their latest.

    2. snic Diamond

      I used to like Rhapsody in Blue, until UA attacked me with it every time I came into contact with them... on endless hold... while waiting for people to board... during the prelude to the safety demo... on and on and on. I sure hope Gershwin's estate was handsomely compensated.

    3. DCS Diamond

      UA did have a rough patch after the merger with CO. The airline has turn things around quite remarkably. I am also sure that Gershwin's estate has been handsomely compensated for UA's use of "our song" for at least 3 decades.

    4. KATA Gold

      @DCS There’s a reason why they have a separate but complementary programme called The PPS Club. Singapore Airlines only rewards their most loyal customers with extra perks and frills. Krisflyer Gold means nothing apart from Star Gold Membership.

    5. DCS Diamond

      @Kata -- I did also look at the benefits for PPS Club, especially cabin upgrades which I consider the most valuable FF elite perk, and found them to be rather thin. The program makes a big deal about how rewarding it is to fly with SIA (not unlike the claim in the "Welcome to World Class" ad), but when you look at things closely, there is much less there than claimed. A UA 1K is a "spoiled brat" in terms of elite perks compared to a top SIA PPS Club elite.

  17. P Lim Guest

    They have sleek campaigns but the business class and first class seats cannot compare with CX. Their SQ app barely works and the call centres and support services are terrible. Rather limited flight routes too. Overrated airline.

    1. Jkjkjk Guest

      First class can’t compared to CX? You drunk?
      Lounge experience? I agree. Seats on plane? I don’t think so. CX flies so many A33x in SEA and even North east asia which is already a disadvantage compared to newer A35x or B78x.

    2. Nicholas Daniels Guest

      I haven’t flown SQ First so now comment there; however, the foot cubbies for most (but not all) SQ Business seats are tapered and small, making sleeping much less comfortable than in the CX J seats with wide foot holes. This is is a notable difference at least for me, and makes me, all else equal (and they are both very good airlines), prefer CX J.

Featured Comments Most helpful comments ( as chosen by the OMAAT community ).

The comments on this page have not been provided, reviewed, approved or otherwise endorsed by any advertiser, and it is not an advertiser's responsibility to ensure posts and/or questions are answered.

David Diamond

Well, the US has been "politically correct" with words to parody worthy extremes. yet actions speak louder than words. Look at the number of state sanctioned killings of blacks by the police and the backsliding when it comes to abortion, amongst a huge host of their own politically incorrect (and downright huge violations of basic human rights). Just leave relatively decent countries like Singapore alone, just because they don't conform to ideals the US itself can hardly adhere to.

1
David Diamond

Like the spontaneous treatment David Dao received?

1
Reynaldo Yu Guest

Love this commercial. It shows how they prepare their job to make it excellent and truly world class that most passengers don’t see. Kudos!

0
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