It’s strange but one of my earliest posts back in 2007 started to pick up visitors in the last month and has had so many hits that it has emerged from the obscurity of old posts and into my list of top ten of my blog’s most visited posts (It is currently in the eight position). The post was on the Singapore Girl which was made the iconic symbol for Singapore Airlines by one of the most successful advertising campaigns ever. For 25 years, Batey Ads ran and strategised the campaign that made Singapore Girl the personification of hospitality and sold the idea of the “romance” of air travel. I loved it. For many years, I collected the beautifully shot photographs, adverts and calenders that featured the Singapore Girl.
However, in 2007, Singapore Airlines, changed over to another ad agency, TBWA. Twenty-five years is a longtime to run with one advertising concept and despite Singapore Girl’s success, there was concern that Singapore Airlines should keep up with the times and try a new approach before Singapore Girl got stale. Sure enough, for the last few years, Singapore Airlines did not feature the Singapore Girl prominently in their advertisements. Sure, she might be present in the background but the focus was more on their new fleet of planes and the industry-leading facilities and services.
I was wondering why there was this sudden surge of interest in my old Singapore Girl post and when I investigated, I found that TBWA has done a turn around and has created a new television advertisement which returns to the Singapore Girl and once again sells the “romance of travel”. The funny thing was when I watched the ad, I felt that I had lost that sense of romance. In recent years, because of my work, I have done a fair bit of traveling around different parts of the world. Partly because these trips were work related and maybe partly due to the stress of airport security measures these days, I think I have lost that sense of romance in air travel and replaced it with a sense of hum-dum jaded tiredness. Maybe, with the return of Singapore Girl, I should refresh my mind and remember the thrill of flying and the romance of traveling that I had when I was younger. At the same time, remember and be thankful again that I have had the privilege of air travel when many in the world have not had the opportunity.Vodpod videos no longer available.