Singapore Airline, SIA, world's BEST airline vol. 2

About the Branding and the Uniform of SIA

The Singapore Airlines branding and publicity efforts has revolved primarily around its flight crew, in contrast to most other airlines who tend to emphasize on aircraft or services in general. In particular, the nurturing of the female air stewardesses as the Singapore Girl has been widely successful, and is a common feature in most of the airline's advertisements and publications. The branding strategy aims to build a sense of mythical aura around the Singapore Girl, and portray her as representative of Asian hospitality and grace.

1992





As part of efforts to build up the Singapore Girl icon, the airline runs one of the most comprehensive and rigorous training programs for cabin and flight crew in the industry to ensure the SIA brand experience is fully and consistently delivered.



1993





The airline's strong repute, and the resulting glamour and prestige of the job has allowed it to be highly selective during its recruitment process as it receives numerous applicants locally and around the region.[citation needed]


1994





Dressed in a version of the Malay Sarong Kebaya designed by Pierre Balmain in 1968, the uniform of the Singapore Girl has remained largely unchanged till this day. The male steward, in contrast, wears relatively sober light blue business jackets and grey trousers. In April 2001, the shoes were replaced by Pierre Balmain-designed safety shoes, in light of safety reviews after the Singapore Airlines Flight 006 crash where stewardesses complained of missing sandals.




Although a successful marketing image for the airline, it has also invoked criticisms for its sexist portrayal of women as subservient to male customers. Most feminist groups also contend that its reference is passé and outdated, which sparks debates that most Singaporean women today are modern and independent. On 9 January 2007, the airline announced its intentions to tender out its existing advertising contract with Batey Ads, the Singaporean company, headed by founder Ian Batey, who is responsible for building up the Singapore Girl brand name and its partner since 1972. The image of the Singapore Girl will still remain, although SIA will now focus on advertising and promoting its modern fleet and technology instead.

2007





On 16 April 2007, the airline appointed New York-based advertising agent TBWA\ to handle its advertising for the airline, beating two other shortlisted candidates, namely DDB and Publicis. This contract is worth S$50 million per year over the following five years, making it the agent's largest win since it started operations in Asia in the late 1990s. SIA called the bid a spirited and competitive one. The company provided no details about the three firms' bids, though its spokesperson Stephen Forshaw said they will start the new branding campaign "as early as there is a practicable opportunity". This change in advertising agency will not affect SIA's buying media agency, which is presently MEC.


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Source of Text: Wiki