SIA The Lengths We Go To


Making a cup of tea, choosing fabrics and picking a film, all feature in the new Singapore Airlines ad campaign.

These beautiful high quality (and calming) adverts start at the beginning of the source, in tea plantations, at an old-fashioned cinema house and at a fabric shop.

They all tie together at the end, when the passenger experiences Singapore airlines, a film, a comfy chair, and a cup of tea.

The global campaign “The Lengths We Go To” is an excellent example of an integrated advertising campaign. Its success lies in the key messages promoting the airline’s commitment to high quality service.

The “Lengths We Go To” campaign was developed by creative director Mel Du Toit of TBWA Group Singapore.

Emma Scott

Written by: Emma Scott
Published: December 12, 2013
Singapore Airlines

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