Singapore Airlines has launched a new brand campaign named ‘The Lengths We Go To’, showcasing the its commitment to putting the customer at the heart of everything it does, in all classes of travel.

The global campaign, which will run on television, print and digital platforms, turns the spotlight on the lengths to which the airline goes to make every customer feel special.

It is the culmination of a wide-ranging review which started a year ago, aimed at focusing the airline’s marketing communications on the attributes that set it apart from the rest of the industry.

Customers across different age, income and gender groups were interviewed as part of the review, which was conducted with creative agency TBWA.

Explaining the thinking behind the brand campaign, Singapore Airlines’ executive vice president commercial, Mak Swee Wah, said: “Making every customer feel at home when they fly with us has always been the cornerstone of our service philosophy.

“Our customers’ preferences have always been the foremost consideration in the curation process for our new products which are sourced from all over the world.

“This new campaign sets out to reaffirm this commitment.”

Singapore Airlines’ efforts to deliver the best travel experience to its customers are epitomised by the iconic Singapore Girl, who plays the protagonist in three short features.

“The scenarios in the advertisements are examples of our commitment to delivering a special experience to our customers, with the Singapore Girl symbolising the lengths to which we go to bring them the feeling of home on every flight.

“The essence of the Singapore Girl and her gentle, caring ways remain especially relevant today.

“In this ever-changing world, it is even more important for service excellence to be the key differentiator,” added Mak.

All three commercials were filmed on location – Fujian in China, Glasgow in Scotland and Venice in Italy – and involved local production crews of hundreds of people.

The commercials will be released progressively over three weeks, with the first being broadcast from today.

A combination film, incorporating all three advertisements, will be released later this month.