Singapore Airlines, here's "World Class": in the airline's new commercial, it's the details that make the difference

Singapore Airlines launched a new advertising campaign, entitled "Welcome to World Class".

The launch of the new commercial was accompanied by a video in which a flight attendant of the company as it travels and comes into contact with different people and cultures around the world.

In the promotional video, the beautiful images of Singapore, Barcelona, Mumbai, Auckland and Shanghai, while a catch phrase is uttered at the end: "... because while first class is something you can buy, world class is everything we make". Words that are obviously meant to emphasize the company's attention to detail.

The emphasis, however, is not so much on the "luxury" of first class (where you also pay extra for quality), but precisely on world class, or "World Class," where everything is quality. And, not surprisingly, the video does not end with an image of a suite (And certainly, as we told you, Singapore did not lack this option), but with a flight attendant standing on an economy aisle.

"The unparalleled level of attention provided by the crew to passengers, as well as a unique combination of empathy and reliability, enable Singapore Airlines to offer first-class in-flight service on a daily basis," reads a SIA memo. And indeed, Singapore offers extraordinary premium services (from separate seat and bed suites to exceptional meal service).

Mr. Lee Lik Hsin, Executive Vice President Commercial, Singapore Airlines, said, "Service excellence is deeply rooted in our DNA; our customers are at the center of everything we do. This campaign underscores our unwavering commitment to delivering an outstanding travel experience, no matter how long the flight. Our award-winning cabin crews are central to delivering on this promise; their rich and varied experiences in addition to their dedication to providing great service inevitably have a positive impact on everyone around them."

The promotional video therefore says more than what it might seem at first glance. Singapore Airlines is telling us that it invests in the details and that it is the details-in the end-that are reflected in the whole product.

Directed by director Liz Murphy, the video was shot in Singapore, in New Zealand in Auckland, in Spain in Barcelona, in India in Mumbai, and finally in China in Shanghai. Singapore Airlines conducted extensive research to measure global brand perceptions and used the results to create a campaign aimed at winning over customers around the world.

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