Singapore Airlines is the flag carrier airline of Singapore, founded in 1947. The airline operates a hub at Singapore Changi Airport and has a fleet of more than 130 aircraft serving destinations all over the world. The airline is widely known for its high level of service and has won numerous awards for its in-flight experience, including Best Airline in the World by Skytrax. The airline offers a range of cabin classes, including Suites, First Class, Business Class, Premium Economy Class, and Economy Class.
Effective Usage of CSR Campaigns
In the face of numerous challenges, such as the sharp decline in demand caused by the global pandemic, selling flights had become a difficult task with limited options. It was crucial for airlines like SIA to maintain a strong presence and avoid being overlooked. One effective way to achieve this was through Corporate Social Responsibility (CSR) campaigns, which SIA prioritized during the pandemic. By supporting various social causes and collaborating with other companies to provide aid to the public, SIA actively engaged in meaningful efforts to help society while keeping its brand in the public eye.
As part of their #SIAcares initiative, they also launched a campaign called “Miles of Good” to express gratitude to essential service workers. In August 2020, SIA collaborated with Temasek Foundation to support the global COVID-19 response by transporting critical supplies to affected areas via air. Additionally, SIA provided customer service training to healthcare professionals at Khoo Teck Puat Hospital (KTPH), enabling them to provide exceptional service to patients.
Taking Responsibility and Accepting A Blow When Necessary
In an effort to mitigate the impact of the pandemic on their business, SIA proposed the concept of “flights to nowhere” – a three-hour flight with no particular destination that would depart from and return to Changi Airport. To enhance the experience, they planned to offer staycation packages, shopping vouchers, and limousine services. Market research initially showed a positive response to these ideas, but SIA ultimately decided to cancel the plan. The concept was met with criticism from environmentalists and the public, prompting SIA to reconsider its approach. Despite the potential benefits to their business, SIA accepted the feedback and chose to reassess their strategy.
Creating Singapore Girl As An Icon To Represent The Brand
The term “Singapore Girl” refers to the female flight attendants of Singapore Airlines, who don the distinctive “sarong kebaya” uniform created by French designer Pierre Balmain in 1968. These flight stewardesses epitomize the airline’s values of care, graciousness, warmth, and efficiency in delivering a unique in-flight experience. Over the years, the Singapore Girl has become an icon for the country, embodying the brand’s Asian values and commitment to quality and service.
Creative Videos Driving The Purpose
Singapore Airlines keeps coming up with innovative ways to communicate its ideas and educate its audiences using small and creative videos. While most in-flight safety videos are mundane and non-creative, SIA took their video to another level by making it creatively supreme and engaging. Since its release, the video has received 800,000 views on YouTube, making it a successful attempt to encourage passengers to watch safety demonstrations while also highlighting some of Singapore’s popular destinations.
Singapore Airlines also demonstrated its dedication to providing top-notch service in its campaign titled “The Lengths We Go To.” The campaign comprises three films highlighting Singapore Girl’s endeavors to provide passengers with the best possible in-flight experience.
These were some of the ways that led to the roaring success of Singapore Airlines. To explore more stories and case studies of brands and personalities from around the world, join World Brand Affairs. The website doesn’t just bring the best marketing content but also gives insights into the evolving world of branding.