Singapore Airlines female flight crew member is standing in an empty economy class aircraft cabin. Two people stand a slight distance behind her. Image: SIA

Press Release: Singapore Airlines launches new global brand campaign


Press Release hub banner blue with title in red white and blueSingapore Airlines (SIA) today launched its latest global brand campaign, which will run on television, print, digital, out-of-home, and social media platforms. Titled Welcome to World Class, the campaign reflects the airline’s commitment to deliver an exceptional customer experience across the end-to-end travel journey. 

This is epitomized by SIA’s iconic cabin crew in the 90-second campaign video, which highlights their varied and personal experiences with people and cultures from around the world.

The inimitable connection that they have with the airline’s customers, along with their distinctive combination of empathy and confidence, enable SIA to deliver its world-class in-flight service on a daily basis. 


Mr. Lee Lik Hsin, Executive Vice President Commercial, Singapore Airlines, said: “At Singapore Airlines, service excellence is deeply ingrained in our DNA and our customers are at the heart of everything we do.

“This campaign highlights our unwavering commitment to deliver a world-class travel experience, no matter the duration of the journey. Our award-winning cabin crew are central to this promise, with their rich and diverse experiences, as well as their dedication to customer service, having a positive impact on everyone around them.”

Directed by filmmaker Liz Murphy, the uplifting video was filmed in Singapore, Auckland in New Zealand, Barcelona in Spain, Mumbai in India, and Shanghai in China. The airline conducted in-depth research to measure its global brand perception, and used the findings to create a campaign that aims to resonate with customers around the world.

Enjoy Singapore Airlines’ Welcome to World Class campaign video:


About Singapore Airlines  

The SIA Group’s history dates back to 1947 with the maiden flight of Malayan Airways Limited.  The airline was later renamed Malaysian Airways Limited and then Malaysia-Singapore  Airlines (MSA). In 1972, MSA split into Singapore Airlines (SIA) and Malaysian Airline System.  Initially operating a modest fleet of 10 aircraft to 22 cities in 18 countries, SIA has since grown  to be a world-class international airline group that is committed to the constant enhancement  of the three main pillars of its brand promise: Service Excellence, Product Leadership, and Network Connectivity.

Featured image credited to Singapore Airlines