Re-Marketing and Re-Branding the Singapore Girl

[Guy Betsy]

But I doubt we would ever see SQ Girls in the sleek and cool ads like the newest Virgin Atlantic ads?

http://www.youtube.com/watch?v=Hbib-A6NpW8

Or like the ones a few years back ?
http://www.youtube.com/watch?v=6cM4EOeJzHA

Or as brave as to depict a gay lifestyle?
http://www.youtube.com/watch?v=meWnr8rA5Uw

Or even as brave as the Air New Zealand ones?
http://www.youtube.com/watch?v=elD38...eature=related

Imagine if the Sarong Kebayas were just painted on the Singapore Girls ! I'm sure most of the guys here will be in

[SQ_SIA]

But I doubt we would ever see SQ Girls in the sleek and cool ads like the newest Virgin Atlantic ads?

http://www.youtube.com/watch?v=Hbib-A6NpW8

Or like the ones a few years back ?
http://www.youtube.com/watch?v=6cM4EOeJzHA

Or as brave as to depict a gay lifestyle?
http://www.youtube.com/watch?v=meWnr8rA5Uw

Or even as brave as the Air New Zealand ones?
http://www.youtube.com/watch?v=elD38...eature=related

Imagine if the Sarong Kebayas were just painted on the Singapore Girls ! I'm sure most of the guys here will be in

As much as we would like to see SQ jump on the same band wagon as VS and do something edgy it will never happen because SIA is too classy and high class. The image they built around the SQ girl is ultimately very strong and making her do anything else besides elegantly gliding along cities lights and smiling at people will inevitably tarnish that strong brand that SQ's marketing team has built and protected so closely for the last 40 years or so. Imagine the Four Seasons Hotel putting in Hot pink wall paper or zebra print rugs in their room like the W Hotel, highly unlikely and would kinda throw people off from what is luxurious vs what is tacky ;p

[concept|infinit]

Guy: Those are fantastic ads. But Marketing, Branding and Public Relations ultimately boil down to not only the target audience but also the message being put across. Pick just about any book on Marketing and you'd probably find SQ as a case study in there. They're in all my Marketing textbooks, most of which are American! SQ has shown how sending a conistent message across consistently can be so successful.

I don't think the Singapore Girl is sexy. Maybe in the 70s but that thick bright make up and French Swirls aren't exactly the image most men these days would find sexually appealing. But what makes them one of the strongest brands these days is once again consistency, quality, a certain sense of elegance and exclusivity. That's what I see them conveing in this brand.

So SQ would probably destroy a very powerful brand if they were to go the more experimental ways of some of the other airlines. But that's what makes them SQ- they're not the other airlines

Aulia: Nice to know they're hiring there too. I've always had a thing for Indonesia.

[Gunnar Smithsen]

Imagine if the Sarong Kebayas were just painted on the Singapore Girls ! I'm sure most of the guys here will be in

Not that I would be one of the first to agree that this would be the way to go - from a marketing position and a brand image this would be simply suicide for SQ...

Could I see the likes of Air Asia going this way - sure it could happen... But there's a certain 'aura' around the 'Singapore Girl' that to cheapen it would be... well... yes.. suicide...

[Nick C]

I don't think the Singapore Girl is sexy. Maybe in the 70s but that thick bright make up and French Swirls aren't exactly the image most men these days would find sexually appealing. But what makes them one of the strongest brands these days is once again consistency, quality, a certain sense of elegance and exclusivity. That's what I see them conveing in this brand.

Wholesomely disagree.

[Aulia Harun]

Wholesomely disagree.

+1

[QSG]

Well she is back...just saw the new commercial on BBC World ! Using the old tag line too.....

[Singapore Sling]

Well she is back...just saw the new commercial on BBC World ! Using the old tag line too.....

Not long to go now, its main release is on 5 Feb or try link if you cannot wait and want a look at it being made.

http://www.youtube.com/user/SingaporeAirlines11

[QSG]

Not long to go now, its main release is on 5 Feb or try link if you cannot wait and want a look at it being made.

http://www.youtube.com/user/SingaporeAirlines11

No need to wait, you can see it on BBC World......It was bits of a few locations, SQ girl is helping people here and there !

[QSG]

No need to wait, you can see it on BBC World......It was bits of a few locations, SQ girl is helping people here and there !

Just saw it again, starts in San Fran, moves to Jaisalmeer,then to Paris! The woman(Flight Attendant) with the long hair is featured! It is very well filmed/staged/edited!
Cheers

[Singapore Sling]

Just saw it again, starts in San Fran, moves to Jaisalmeer,then to Paris! The woman(Flight Attendant) with the long hair is featured! It is very well filmed/staged/edited!
Cheers

You are missing one, China. (San Francisco,Paris,India,China)

I`ve seen that girl somewhere before?

[SQ_SIA]

Just saw it again, starts in San Fran, moves to Jaisalmeer,then to Paris! The woman(Flight Attendant) with the long hair is featured! It is very well filmed/staged/edited!
Cheers

Did they use the same song as the behind the scenes?

[SQ_SIA]

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?

You are indeed correct, All SQ GIRLS in the Ad's are real flight attendants

"The Singapore Girls featured in the advertising campaigns over the past 4 decades have always been crew plucked from the aisles"

http://www.wallpaper.com/fashion/sin...s-uniform/1638

[fuu99]

Not long to go now, its main release is on 5 Feb or try link if you cannot wait and want a look at it being made.

http://www.youtube.com/user/SingaporeAirlines11

I noticed that almost everyone in that Paris shoot was wearing a coat, scarf, etc., but the Singapore girl isn't wearing any additional layer of clothing on top of her kebaya. Do they wear special undergarments underneath? Perhaps something from Thinsulate or UnderArmor?

You are indeed correct, All SQ GIRLS in the Ad's are real flight attendants

"The Singapore Girls featured in the advertising campaigns over the past 4 decades have always been crew plucked from the aisles"

http://www.wallpaper.com/fashion/sin...s-uniform/1638

I'm curious...are they paid extra for that?

[Singapore Sling]

You are indeed correct, All SQ GIRLS in the Ad's are real flight attendants

Now I know why she looked so familiar.