The creation of the Singapore Girl brand involves intricate planning starting from her height, weight, body proportions, trademark uniform and hair down to cosmetics, hair, complexion, and scent. The next step is training, where the right behavior, service etiquette, manner of speaking, accents, knowledge of safety procedures are drilled into the girls. Essentially, an ideal "stewardess" was dreamed up to personify the elegance, professionalism and attentiveness embodied in the service core values of Singapore Airlines, and "batches" of willing girls with the potential were selected to undergo transformation into that glamorous dream. And to stand for one of the world's most successful companies coming from a small but powerful country that hardly makes a dent on the world map. Her near-celebrity status allowing SIA to be highly selective in recruitment, then polishing to a perfect shine the talent has strengthened the icon's branding as well as mythical aura--like that of the missing Russian princess Anastasia and of Cinderella.

While the girls did their part to offer in the cabin the legendary service experience in which the passenger could immerse to forget the negativities of long hours of air transport, the airline did their part in promoting the Singapore Girl's service and care through print advertisements, TV commericials, merchandise, postcards, slogans and songs. This hyped up the anticipation of boarding an aircraft that promised such experiences, and for sure, the actual flight experience did live up well enough to the romantic and idealized images presented--or perhaps the consumers' mindsets were influenced by the advertising to think so. Hence, through the visual appeal of the sensory experiences promised in the media; through the consistent brand colour scheme in uniform, make-up and cabin interior design; the consistent style of music in cabins, lounges and advertising; the consistent, unique aroma permeating the fleet, SIA created an all round synergy of sensory experiences that has helped strengthen its brand. The Singapore Girl, a personified embodiment of the trademark colours and appearance including the uniform, perfume scent, sound with her own jingle and closely associated music, provides a warm, human quality to the great megamachine of the global airline. Her mythical aura provides the exoticism and adventure that the flight experience might become.

Back to Page