the singapore girl

Sep 11, 2013

Changing an icon's role: The curious case of the 'Singapore Girl'

The recent global campaign launched by Singapore Airlines (SIA), which gives the brand's iconic 'Singapore Girl’ new roles, has drawn varied responses from the public and industry insiders.

Aug 27, 2013

Singapore Airlines campaign moves emphasis away from 'Singapore Girl'

SINGAPORE - It’s been over 40 years since Singapore Airlines first debuted ‘The Singapore Girl’ as its brand ambassador, but in a new campaign the airline is purposely moving its marketing focus to its customer service, rather than the employees who provide it.