Singapore Airlines has launched their new ad campaigned entitled “The Lengths We Go To” which is intended to chronicle the great lengths that Singapore Airlines will go to ensure that their customers are comfortable and enjoying themselves on their flight. The first ad, found above, shows the airline going to get the best teas from the heart of China, and evokes an air of exotic beauty, and authenticity that is very rapidly going missing in this day and age of speed and clinical efficiency.
Personally, I believe that this ad will go some way to reinforce the impression that SIA is the airline of choice for luxury and the high end. However, the unfortunate reality is, that Singapore Airlines is facing tremendous competition from all fronts, from the Middle Eastern “new legacy” carriers, to European carriers that are rapidly raising up their standards, as well as a more tight fisted world where travelling in front is truly restricted to the upper crust. Nevertheless, as has always been true of SIA’s unique selling point, the hope is that there will always be some space for consumers who desire a higher quality product and are willing to pay more for the privilege of doing so.
I’ve also included the making of video below, it’s pretty cool actually to see how they came up with this campaign.