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Topic: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: OA260
Posted 2013-08-30 01:22:58 and read 19295 times.

So it seems time for a change. The new advert looks promising but a swing from the years of iconic ad we have come to enjoy.

Singapore Airlines retiring iconic 'Singapore Girl'

SINGAPORE - Singapore Airlines is taking a measured step away from the iconic 'Singapore Girl' who has traditionally been at the heart of its advertising campaigns.

In a new series of advertisements set to air next week, tagged The Lengths We Go To, the airline shifts the emphasis from its highly recogniseable flight attendants towards the airlines' overall attitude of customer service, particularly around providing the experience and comfort of 'home'.

http://www.eturbonews.com/37475/sing...nes-retiring-iconic-singapore-girl


The making of the Ad video here :

http://youtu.be/Io-XCojpIgE

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: docpepz
Posted 2013-08-30 01:26:12 and read 19276 times.

Looking at the first ad here (and I find it too soft)

http://www.youtube.com/watch?v=UIz27KKEsIY

The Singapore Girl is everywhere

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: OA260
Posted 2013-08-30 01:45:28 and read 19134 times.

You can certainly see where the shift in emphasis has come from looking back on this :

http://youtu.be/ewzY-vXJAsU

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: aviasian
Posted 2013-08-30 01:49:54 and read 19105 times.

Misleading to say that the Singapore Girl is being retired ... she's still very much around. Perhaps only the spotlight on her has been toned down - a move in a direction that would appease those who branded past advertisments as sexist.

KC Sim

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: KiwiRob
Posted 2013-08-30 02:36:40 and read 18798 times.

Quoting docpepz (Reply 1):
The Singapore Girl is everywhere

As she should be!

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: Rara
Posted 2013-08-30 02:44:15 and read 18748 times.

Good decision, it's become decidedly creepy in recent times.

Quoting OA260 (Reply 2):
http://youtu.be/ewzY-vXJAsU

Such a weird advertisement. Technologically speaking it's brilliant, well-executed, and the shift between cities and regions is a great idea. But the content.... a flight attendant walks around smiling and randomly grabbing people. Just slightly weird.

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: infinit
Posted 2013-08-30 03:02:59 and read 18632 times.

SQ will never retire the Singapore Girl, not in the foreseeable future at least.
The Singapore Girl is in every other Marketing textbook I've seen as an example of how consistency works really well
It is a compeitive advantage for them although I think they've realised they cannot only depend on their kebaya-clad frontline staff to woo passengers. They have a lot more competition from both ends of the spectrum

This looks good too but I like the style of the old 70s-80s ones better. You can find them on youtube

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: SIA747Megatop
Posted 2013-08-30 04:56:44 and read 18097 times.

I too wouldn't call this "retiring" the Singapore Girl. SIA's selling point is it's service, it always has been and will be for the near future. Industry leading hard products to compliment the service on-board has been SIA's strategy for years and has served them well. The airline's image and identity is based around their service. Many airlines have nice hard products but few (IME none) have the service quality that SIA has. This is what makes the airline unique, it's their way from differenciating themselves from increasing competition from the Gulf carriers and LCCs.

Using the tagline "The Lengths We Go To" proves that service is still at the heart of the airline's culture. Singaporeans have always had an affinity with SIA as it makes them feel at home. There is something reassuring and comforting about boarding an SQ flight at an outstation from being addressed by name from a Kebaya clad girl to being handed a gently heated newspaper.

I recently flew SQ F from SFO to SIN after spending 6 weeks away. I felt at home with Tiger beer as my pre-takeoff drink and the Straits Times in hand. After re-boarding at ICN for the last segment the previous cabin crew had informed the crew on-board of my preferences and everything was waiting for me at my seat and I was handed my Tiger and Krug after takeoff without question.

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: jumpjets
Posted 2013-08-30 06:21:35 and read 17654 times.

I'll be flying SQ for the first time at the end of October - so I hope to sample their famous customer service for real!

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: OA260
Posted 2013-08-30 06:28:51 and read 17595 times.

Quoting jumpjets (Reply 8):
I'll be flying SQ for the first time at the end of October - so I hope to sample their famous customer service for real!

I have only ever had a small taste of their product it was a one hour flight from Athens to Istanbul in J . Mind you on such a short hop they still impressed. Champagne and light meal. Greeting me by name and before landing the head FA came around to every passenger to have a short chat and thank us for flying SQ. It was all very personal and attention to detail was impressive. I will be flying them on a longer sector hopefully next year.

With regards to SQ Girl I actually think the image is as important as their livery. Others may disagree.

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: airbazar
Posted 2013-08-30 07:07:35 and read 17379 times.

Quoting Rara (Reply 5):
Good decision, it's become decidedly creepy in recent times.

To each its own I guess.

Quoting Rara (Reply 5):
a flight attendant walks around smiling and randomly grabbing people. Just slightly weird.

I find the add very classy and well done. They're not grabbing, they're helping, and that's what they do in their job every day. I wonder if you've ever flown SQ.

Quoting OA260 (Reply 9):
Greeting me by name and before landing the head FA came around to every passenger to have a short chat and thank us for flying SQ. It was all very personal and attention to detail was impressive. I will be flying them on a longer sector hopefully next year.

He gets it   

Quoting OA260 (Reply 9):
With regards to SQ Girl I actually think the image is as important as their livery. Others may disagree.

I'd say more important. The livery has changed over the years but Singapore Girl hasn't. They could come up with a completely different livery and that commercial would still apply. Get rid of Singapore Girl, and not a single one of SQ's commercials will make any sense.

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: lightsaber
Posted 2013-08-30 07:22:49 and read 17273 times.

Quoting SIA747Megatop (Reply 7):

I too wouldn't call this "retiring" the Singapore Girl.

Exactly. After going through old advertisements, this seems to be on the same trend. Soft (tone, lighting, music), mysterious Singapore girl walking out. The only difference is the adds have more interaction and this one has the Singapore girl acting like a manager in a tea field. Simply a minor tuneup to appeal more to women while having the same pull for male passengers.

Quoting Rara (Reply 5):
a flight attendant walks around smiling and randomly grabbing people. Just slightly weird.

Oh boy, you would have trouble with my 'huggy' extended family.  

Lightsaber

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: DTW2HYD
Posted 2013-08-30 10:03:57 and read 15756 times.

No way. I hope this is not a brilliant idea of executives with no real job to do and a consulting firm. If it ain't broke, don't fix it. Are they planning to introduce grannies?

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: jet-lagged
Posted 2013-08-30 13:57:59 and read 12294 times.

Quoting Rara (Reply 5):
Quoting OA260 (Reply 2):
http://youtu.be/ewzY-vXJAsU


Such a weird advertisement. Technologically speaking it's brilliant, well-executed, and the shift between cities and regions is a great idea. But the content.... a flight attendant walks around smiling and randomly grabbing people. Just slightly weird.

She's like a minor super hero . . . . doing good deeds for people in need . . . just without the usual super powers! Maybe she can be added to the next Avengers movie.

SQ's ads - and past experience - certainly make me want to fly them. Can you imagine such a commercial with a flight attendant from one of the major U.S. carriers, or most of the European ones?

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: lightsaber
Posted 2013-08-30 14:36:11 and read 11760 times.

After seeing the ad, I remain convinced that this is a way of keeping the 'Singapore girl' without turning off female passengers (or wives of male passengers, who do influence where the FF miles are earned...).

Quoting jet-lagged (Reply 13):
She's like a minor super hero

Maybe...

Quoting jet-lagged (Reply 13):
Can you imagine such a commercial with a flight attendant from one of the major U.S. carriers, or most of the European ones?

Granny with a rolling pin in the library.

Lightsaber

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: Braybuddy
Posted 2013-08-30 17:47:40 and read 9945 times.

Well Singapore Girl seems to be alive and well and appearing at twenty seconds into the ad, so I don't know what all the fuss is about. She's been downgraded, for sure, but still there.

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: VC10er
Posted 2013-08-30 20:12:28 and read 8604 times.

Why never even a Singapore Boy (or man?) in any image ever??? Half the pax are female and they should have some eye candy too and service with a gentleman's touch. I'd mention gay men too but I believe being gay is an issue in Singapore!

Nonetheless - she ought to say forever, even if she sometimes takes a back seat to a new message.

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: docpepz
Posted 2013-08-30 22:43:13 and read 7390 times.

Was she even downgraded? She's in every scene just about.

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: flightsimboy
Posted 2013-08-31 04:51:50 and read 5703 times.

"Retiring' the Singapore Girl? The title is misleading.......Retiring the Singapore Girl will be like taking the sun out of the solar system...The Singapore Girl is everything that is Singapore Airlines (no offence to the Singapore boys)...Isn't she also the reason they have not changed their uniform in years... Maybe she's taking slightly off focus in the marketing campaigns, but she will always be there.

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: FlyboyOz
Posted 2013-09-01 00:14:31 and read 4981 times.

Heard about it few years ago (not that too long)....and then come back again later in 2011.... but what about this time 2013? Are they positive sure that Singapore girl icon is going to retire now?

SIA Returns To The Singapore Girl (by Docpepz Feb 6 2011 in Civil Aviation)

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: VC10er
Posted 2013-09-01 08:15:59 and read 4502 times.

She is way too much part of the brand assets. They may under play her to send a new message in the short term, but she will always return to the spotlight. The name, the service, the symbol and the "Singapore Girl" are the "ing" in Branding.

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: docpepz
Posted 2013-09-01 09:29:47 and read 4345 times.

The full ads are now here

http://www.youtube.com/user/singaporeair/thelengthswegoto

Actually I think they're beautifully executed. And the Singapore girl is everywhere, she hardly took a back seat. However I think this is the first time in SIA's history that they have advertising where they have a storyline on the tea they serve, the leather on the seats they have or the movies they bring on board.

The title of this thread is a tad bit misleading, as the Singapore Girl is not being retired.

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: infinit
Posted 2013-09-01 19:27:32 and read 3862 times.

Quoting VC10er (Reply 16):
Why never even a Singapore Boy (or man?) in any image ever??? Half the pax are female and they should have some eye candy too and service with a gentleman's touch. I'd mention gay men too but I believe being gay is an issue in Singapore!

Nonetheless - she ought to say forever, even if she sometimes takes a back seat to a new message.

Exactly. I see their point in having the centrality of the Singapore Girl for the consistent branding style they've been using but surely the Singapore Boy could make a guest appearance too.. 30-40% of their cabin crew are male anyway and from experience they're even better than their female counterparts. More than the North Asian carriers like NH, JL and OZ which hardly have any male crew. Would be nice to acknowledge their existence in an ad!

And contrary to its image from outside, Singapore is probably the most gay friendly city in Asia after Bangkok.. Just look at the number of gay bars, clubs and resource centres popping up all over Chinatown, which has over the last 10 years become Singapore's de facto gay district somehow.

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: huaiwei
Posted 2013-09-01 22:11:19 and read 3678 times.

The first of four commercials have been launched.

http://www.youtube.com/watch?v=F_wxDuN3WNA&feature=youtu.be

The Singapore Girl appeared within two seconds, and for over 50% of the screen time thereafter. I am not sure how is that a sign that she is retiring in any way!  

[Edited 2013-09-01 22:11:57]

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: aeroflop
Posted 2013-09-01 22:36:15 and read 3634 times.

Singapore girl turned 25 and is now deemed too old   

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: infinit
Posted 2013-09-04 17:44:22 and read 2747 times.

SQ created a promotional site for their new campaign- http://www.thelengthswegoto.com/
Not a main feature but one of the videos featured was on crew who speak other languages. And this particular one shows a male FA. Is this the first time SQ is using one of their male FAs in promotional videos?
http://www.youtube.com/watch?v=qOd41YMaoTw

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: docpepz
Posted 2013-09-04 18:53:45 and read 2639 times.

Hmmm can they use the same company who created www.thelengthswegoto.com to redesign singaporeair.com??

Topic: RE: Singapore Airlines Retiring Iconic 'Singapore Girl
Username: aviasian
Posted 2013-09-04 21:54:04 and read 2503 times.

I have been on a flight that Leading Flight Steward Attendant Gavin Quinton Chew operated ... and he is very very good. His spoken German is very clear and I have seen him interacting very well with German-speaking passengers and others. I am not surprised that he is featured as he stood out prominently, even in a set of crew that was very good.

KC Sim


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