'Treat You Like Royalty' - Mock SIA Ad Campaign

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DESIGNER'S STATEMENT | Everyone knows that Singapore Airlines (SIA) is a premier airline in the industry. It is award-winning and world renowned, offering flights to every continent, one of the best interiors, and world class in-flight services & entertainment systems. To the passenger, being able to fly one of these flights creates an awe-filled experience.

In terms of marketing, SIA has always had a traditional way of advertising their service. They show the experience through their famous “Singapore Girl”, which is a representation of their air hostesses and an important symbol of the brand. Most of their advertisements show this simple image of a girl strolling through the destinations they offer. Although other premier airlines don’t do the exact thing, a lot do something similar, mostly selling the emotion and experience through visuals of happy customers and pleasant flights. And they try not show any prices, as it can can be very steep and unattractive to customer. As a premier airline, a question I thought to myself was: what if they played the role of budget airlines? Budget airlines usually focus not on the service, but the prices. The low prices help these low airlines compete, as the reality is, people are tired of paying too much for premier airline flights.

Therefore, the idea is that, SIA’s new perspective should oppose the mainstream of premier airlines, and finally show off their prices. However, to not associate them with budget airlines, the idea of prices should also promote their main product, which is their service. The copy-driven print ad will show various promotional prices to different destinations. However the ad will show that a “price is just a number” and that no matter how much the ticket price is, the passenger “will always be treated like royalty” in SIA, unlike other airlines, such as budget airlines, who vary their services based on premiums passengers pay.