TBWA\Singapore Welcomes You to a World Class Experience

Launched on 30 January 2023, Singapore Airlines (SIA) evokes an alluring experience for its audience with its latest brand campaign ‘Welcome to World Class’, created in collaboration with TBWA\Singapore and PHD Singapore. The comprehensive campaign is shared across global and local channels from mainstream broadcast stations to digital and print, and key OOH placements in London, New York, Tokyo, and Singapore. 

Fans of the brand can also expect more this year, with new innovative media in the pipeline such as refreshed key brand assets, and a content series starring cabin crew through an authentic lens. 

Meticulously crafted, the film reflects the Airline’s commitment to deliver elevated experiences across multiple touchpoints in customers’ end-to-end travel journey. Featuring the Airline’s iconic cabin crew, they showcase how their unique encounters with people and cultures around the world enrich their service. Through this film, viewers are taken on an experience through the cabin crew’s eyes, as they exemplify the Airline's commitment to deliver an exceptional customer experience.   

"At SIA, 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 and our award-winning cabin crew are central to this promise, with their rich and diverse experiences, and dedication to customer service,” said Mr Lee Lik Hsin, executive vice president commercial of Singapore Airlines.  

“We needed the new narrative to be futureproof so it could maintain relevancy in the ever-evolving travel landscape of consumers' changing travel motivations. With Welcome to World Class, it wholly captures the Airline’s unparalleled service leadership, and digital experience offerings such as Kris+, Pelago and KrisShop,” said Mandy Wong, president of TBWA\Singapore.

"Welcome to World Class encapsulates the industry leading position SIA continues to maintain through everything it does. This film is an intimate reminder of the joy in travel, and brings the unrivalled excellence of the Airline’s cabin crew into the limelight; sparking a real sense of pride to be associated with SIA whether as a passenger, or partner,” said James Hawkins, chief executive officer of PHD.