SINGAPORE - 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.
"The essence of the Singapore Girl and her gentle, caring ways remain especially relevant today," said SIA executive vice- president (commercial) Mak Swee Wah. "In this ever-changing world, it is even more important for service excellence to be the key differentiator."
This contrasts with days gone by, when SIA led the pack with superior hardware, new planes, flat beds and the latest in-flight movies.
Now, these are offered by all top-tier carriers, including Emirates and Cathay Pacific.
In this more competitive environment, the iconic Singapore Girl remains a feature of every branding drive as she helps the airline stand out.
"What has changed is the way she is portrayed," said SIA acting senior vice-president (sales and marketing) Chin Yau Seng.