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According to Dr Cheong Choong Kong, SIA’s former chairman and CEO: The Singapore Girl was conceived, a personification of oriental charm and friendliness, which the airline made real through careful recruitment and painstaking training. Effective and original advertising, together wuth word of mouth praises from satisfied passengers, would create an aura of superior service and style. The aura, once established had to be sustained through constant training, clever advertising and ingenuity in the cabin.
SIA’s branding strategy is noteable in several other aspect. It adopts a global approach to advertising by using the same advertisement (containing the same message, expect in different languages) in international media as well as in overseas markets...
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