Singapore Airlines' hospitality and cabin service has been recognised with awards from magazines, travel and tourism industries, including the 'World's Best Cabin Crew Service' by the Business Traveller Asia-Pacific Awards for 23 consecutive years. The long running campaign since its inception, emphasises these service aspects, featuring bona fide SIA flight attendants. The iconic images and branding of the Singapore Girl was first established in when Singapore Airlines took over as successor of its predecessor Malaysia-Singapore Airlines MSA , the joint Malaysia and Singapore airline set up to develop and expand an intercontinental network. An earlier traditional version of the "Sarong Kebaya" uniform was first introduced by MSA and worn by the flight attendants since
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Commentary: Singapore Airlines' rebrand must not downplay the Singapore Girl
Singapore Academy of Corporate Management - Singapore Airlines Branding Archive "Singapore Girl"
But the airline is not resting on past laurels. SIA has issued a request for information, inviting external agencies to pitch to provide an integrated marketing solution. It has sought a fresh take on how the SIA brand should be modernised, and for the creative agency best able to do that to manage its media, content, website and app. But in its rebranding exercise, SIA must not forget that top brands never start out with the intent of building a great brand. Instead, they focus on delivering a profitable product or service and an organisation that can sustain it. SIA has also always been cognisant that it needs quality people to differentiate its offering. From its humble beginnings, it has invested in cabin crew who can deliver high quality service.
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Singapore Girl more crucial now as icon of quality: SIA
She may be taking a back seat in the latest marketing campaign, but top brass at Singapore Airlines say the SIA Girl is far from over the hill. They told The Straits Times her role has become more critical as the carrier increasingly relies on top-quality service to distinguish itself from its competitors. This contrasts with days gone by, when SIA led the pack with superior hardware, new planes, flat beds and the latest in-flight movies.
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