Singapore Airlines Launches ‘Travel Bigger’ via TBWA\Group Singapore


Singapore Airlines



SixToes, eg+, Rolla SG

With easing travel restrictions and the world re-opening itself again Singapore Airlines has launched a new ad film through their ‘Travel Like Never Before’ campaign, launching across 15 markets this month.

“Earlier this year, we saw a creative opportunity for SIA to respond to the travel revenge trend – photos and videos of airplane window views are re-appearing on all our social feeds, evidencing the thrill of flying has finally returned. This was the sentiment we wanted to recreate with the campaign,” said Eleni Sardi, group brand director of TBWA\Singapore.

“We’ve seen travellers’ new behaviours of travelling bigger, splurging on their travels, and staying longer, to ensure the best travel experience will be created which they’ve missed for a long time – it felt right to do that with SIA,” said Loo Yong Ping, deputy executive creative director of TBWA\Singapore.


A recent survey by Google APAC reported ‘revenge travel’ is here to stay with 75% of respondents keen to travel as much as possible in the near future. The International Luxury Travel Market (ILTM) Asia-Pacific also reported that APAC travellers are highly motivated and ready to get back into “flying high and living large”, “to make up for lost time and see the world”.

  • 30% to 60% of people in key APAC markets are travelling and spending more as compared to pre-COVID times. (Google APAC)
  • 98% of travellers are using online touchpoints for their research and purchases, with 56% of them using video touchpoints in their travel journey i.e. YouTube, TikTok, Instagram and other streaming services. (Google APAC)
  • 50% of 500 affluent travellers from 6 countries in Asia-Pacific now value travel experiences more than material goods. (ILTM)

“With the launch of the ‘Travel Like Never Before’ campaign, we are thrilled to feature the Singapore Airlines premium travel experience, and how our customers can rediscover the world with the reopening of international borders,” said Lau Hui Ling, general manager brand marketing of Singapore Airlines.

“As the airline that enables travel beyond the ordinary, we hope to inspire our customers to begin their travel journey with us.”


The film takes viewers through relatable new travel behaviours – from satisfying one’s passion to treating oneself with premium flying experiences, to finding opportunities to merge business and leisure travel. Filmed in the Airbus A380, it features all three premium classes offered (Premium Economy Class, Business Class and Suites) and the airline’s brand icon; the Singapore Girl.

In YouGov’s Recommended Rankings this year, Singapore Airlines has retained its title as the Most Recommended Brand in Singapore (2021-2022), with 86.6% of its consumers recommending it to others this year. Just earlier this month, the SIA Group also announced their highest half year and quarterly operating profit (FY2022/23) in history and largely attributed their record financial performance to the Group’s several fast off the block initiatives, apart from the strong demand for travel with the easing of restrictions.

To find out more on travel industry shifts, download the Future of Travel report here by TBWA\Backslash


Executive Creative Director: Andy Grant
Deputy Executive Creative Director: Loo Yong Ping Associate Creative Director: Germaine Chen
Head of Copy: Lauren Lim

Creatives: Emilia Tan, Vania Limantara, Chris Leow Group Brand Director: Eleni Sardi
Brand Director: Angela Park, Nastasha Gotangco Brand Manager: Elaine Choy

Project Manager: Ronald Lai & Xiwen Ng

Executive Producer: Sariyanti Sanni Producer: Joelle Goh and Billie Choo-Letts Business Engagement Director: Devon Tan Project Manager: Eejin Tan

Business Engagement Director: Devon Tan Project Manager: Eejin Tan

Rolla SG
Director: Jake Nam DoP: Alan Yap

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