WELCOME TO WORLD CLASS
SINGAPORE AIRLINES
IT’S NOT A CLASS ABOVE. IT’S A CLASS BEYOND.
We developed and sold a new brand platform for Singapore Airlines — their first new tagline since 1972. “Welcome to World Class” turned Singapore Airlines into a true category of one. While competitors incrementally outdid each other in a game of legroom inches and cabin amenities — we let the world know that whatever class you flew with Singapore Airlines, your experience would always be World Class.
We were pretty excited to have words we wrote on the side of airplanes — of course, Michael had to remind us he’s owned an Air Jordan-wrapped Gulfstream G550 since 2016, which kind of stopped the conversation. Candidly, we think we can be proud of both!
To wit, our original brand campaign had a little more… tension… but the fine folks at TBWA Singapore brought it to life with a little more local market appeal. They made us hayseeds look fancy!
