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Video: Singapore Airlines Unveils New Global Brand Campaign

The theme Welcome to World Class is based on in-depth research into perceptions of the airline’s brand

by Dan Booth

January 31, 2023

Singapore Airlines has launched a new global brand campaign under the theme “Welcome to World Class.” The campaign, which will run on television, print, digital, out-of-home, and social media platforms, underscores the airline’s commitment to service excellence on every journey, end-to-end.

The campaign is anchored by a 90-second video featuring the airline’s iconic cabin crew members connecting with the people and cultures in destinations across the carrier’s global network. Directed by filmmaker Liz Murphy, the video was shot in Singapore, Auckland, Barcelona, Mumbai, and Shanghai.

“This campaign highlights our unwavering commitment to deliver a world-class travel experience, no matter the duration of the journey,” commented Lee Lik Hsin, Singapore Airlines’ executive vice president of commercial.

“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,” he added.

The ‘Welcome to World Class’ campaign was developed from the airline’s in-depth research to measure how its global brand is perceived. The results were used to create a campaign to resonate with customers worldwide and highlight Singapore Airlines’ broad international network.