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Singapore Airlines lets your imagination take flight

Singapore Airlines launches a new campaign with TBWA, “Making Every Journey Personal”.

Singapore 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. The brand film exemplifies this idea through the 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.

“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.

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.

“Singapore Airlines has long been synonymous with warm, intuitive and attentive service, complementing the most advanced in-flight 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.


APPIES Malaysia is an annual 2-day Marketing Congress and Awards Festival showcasing, sharing and celebrating the country’s best marketing campaigns. Shortlisted entries will be judged by 24  leaders in the marketing industry who will put the presenters’ knowledge to the test in a unique Live Presentation environment.

Date: 16 & 17 April, 2018

Venue: Grand Ballroom, Eastin Hotel, Petaling Jaya.

Time: 8.30am – 6.00pm

To register, connect with Ruby on 0377262588,, or

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