Re-Marketing and Re-Branding the Singapore Girl

[Nick C]

The choice of image for the Singapore Girl on yesterday's ST front page is...

Good to see the GCP has been actively revamping the impersonal image of SQ advocated by CCS.

[singaporeairlinesboi]

words cant express how i excited i am to see her gracing in ad's and commercials again. In today's world, its all about branding and not constanting changing it up and confusing your customers (United and Continental). It was a huge marketing mistake on SIA'S part to limit her in all of the branding ploys. Many airline can do an ad about their new seats or their amazing inflight entertainment, etc blah blah blah.......nothing unique. BUT none has come close to the perenial SQ girl. She is unique and uncomparable, no one can hold a candle against her.

[SQ All The Way]

Very exciting! I can't wait for the new ad to be a part of my existing collection

Are you able to share the commercials in your existing collection here at SQT?

[Kyo]

I'm thrilled of the things to come from this new CEO as he seems to have nailed one of the larger issues on its head and it's barely days into his reign at the moment...

Next, Saver awards in every class please!

[Nick C]

I'm thrilled of the things to come from this new CEO as he seems to have nailed one of the larger issues on its head and it's barely days into his reign at the moment...

Next, Saver awards in every class please!

His reign actually started the day he was appointed to the board of SQ in Oct last year.

[9V-SIA]

Not Just Business. Raffles.

[Kyo]

His reign actually started the day he was appointed to the board of SQ in Oct last year.

He might have been on the board in October, but from what I read here, he only got the keys to CEO-ship in January...

Let's not split hairs - it's still early days and they almost let a month pass before allowing CCS to semi-gracefully fade from the scene...

[B727]

I love the new ads!

Great choice of locations, including two of my top places in the world--Jaisalmer/Rajasthan in India and San Francisco.

One of the SQ girls featured looks Indonesian with gorgeous eyes and long silky hair that any Asian beauty contestant would envy

Some of the best SQ girls I've encountered on my flights are Indonesian. I recently also met this EK senior flight stewardess who was a former Singapore Girl and her elegance, poise, and friendliness reflected that.

[concept|infinit]

I love the new ads!

Great choice of locations, including two of my top places in the world--Jaisalmer/Rajasthan in India and San Francisco.

One of the SQ girls featured looks Indonesian with gorgeous eyes and long silky hair that any Asian beauty contestant would envy

Some of the best SQ girls I've encountered on my flights are Indonesian. I recently also met this EK senior flight stewardess who was a former Singapore Girl and her elegance, poise, and friendliness reflected that.

hmm.. could they be Malaysian? Or perhaps an ethnic Malay Singaporean?

[SQ_SIA]

Some of the best SQ girls I've encountered on my flights are Indonesian. I recently also met this EK senior flight stewardess who was a former Singapore Girl and her elegance, poise, and friendliness reflected that.

The things these woman learn at SIA truly follows them wherever they go. The strict deportmant that SIA holds benefits these young woman on their journey in becoming a lady. On another note, SIA should consider doing a commercial in Switzerland, can you imagine how beautiful that would be with the Alps?

[Guy Betsy]

-Deleted- as double posted

[Guy Betsy]

The ads are a little misleading cos no SQ Girl can have their hair out like that.. they must keep it in a bun... ! Whats wrong with having it tied up and show it as it really should be?

Or do the ads want to fulfil the (straight) men's fantasies of asian women with the long dark hair...

Can someone say "Sarong Party Girl" syndrome ???

=========
Now watch the Making of CX ads (circa 2008) for their virtual website .. Its more realistic of how a flight attendant should dress (and better upbeat music too)...

http://www.youtube.com/watch?v=GHHUg...eature=channel

[Aulia Harun]

I was told that Singapore Airlines uses their own real stewardesses for the advertisements and not generic photomodels. Of course, they untie their hair for the ads. I hope that SQ still uses real SQ Girls for their ads today. Can anybody confirm this?

SHe is the only icon left that differenciates SQ from other airlines

The Girl's their strongest icon and competitive advantage

The S'pore Girl is SQ's unique selling point and it have been successful

none has come close to the perenial SQ girl. She is unique and uncomparable

I agree with you guys that the SQ Girl remains one of the airline's biggest advantages in advertising. Remember back in 1994 when she was featured in Madame Tussauds in London?

http://www.youtube.com/watch?v=P5sGKR6NJBw

On another note, SIA should consider doing a commercial in Switzerland, can you imagine how beautiful that would be with the Alps?

Yes, I can imagine that! They should create one with the stunning scenery of Switzerland. This is the only poster ad I've seen with the SQ Girl for the ZRH route with the A388:

http://www.singaporeair.com/saa/en_U....2010/head.jpg

The ads are a little misleading cos no SQ Girl can have their hair out like that.. they must keep it in a bun... ! Whats wrong with having it tied up and show it as it really should be?

I heard that the SQ Girls untie their hair so that they are more attractive.

One of the SQ girls featured looks Indonesian with gorgeous eyes and long silky hair that any Asian beauty contestant would envy

Some of the best SQ girls I've encountered on my flights are Indonesian.

Great flight yesterday from ZRH-SIN, a few lovely and friendly ladies, though one of them is Indonesian.....

This reminds me of my SIN-DXB-CAI flight a while back in 2009. During the stopover at DXB, I had a chat with one of the SQ Girls in the forward cabin (C class) and she spoke to me in bahasa Indonesia and informed me that almost the entire batch of SQ Girls on that flight were Indonesian.

Are you able to share the commercials in your existing collection here at SQT?

Hmmm... it depends if the mods will allow it!
I do not really collect the TV ads/commercials, but I tend to collect the poster/graphic ads.

Here is a suggestion to the mods, we should have a thread dedicated to the collection and archive of SQ Girl ads (similar to the gallery threads of the menu covers)

[concept|infinit]

I This reminds me of my SIN-DXB-CAI flight a while back in 2009. During the stopover at DXB, I had a chat with one of the SQ Girls in the forward cabin (C class) and she spoke to me in bahasa Indonesia and informed me that almost the entire batch of SQ Girls on that flight were Indonesian.

Interesting. I always thought there weren't many Indonesians among them but that's nice too

Here is a suggestion to the mods, we should have a thread dedicated to the collection and archive of SQ Girl ads (similar to the gallery threads of the menu covers)

I actually created such a thread. There are videos posted. Someone scanned a few posters as well-
Reminiscing Old SQ Ads

[Aulia Harun]

Interesting. I always thought there weren't many Indonesians among them but that's nice too

Yeah, I was also amazed the SQ Girl somehow recognized I was Indonesian and began speaking in our native language! I would have assumed that there were some of Malaysian ethnicity on the flight, but to my surprise they were almost all Indonesian.

I actually created such a thread. There are videos posted. Someone scanned a few posters as well-
Reminiscing Old SQ Ads

I remembered that thread, I even had a couple posts in there too. We need to have more "poster" ads in there!