SIA rebranding needs to include cultivation of customer loyalty

SINGAPORE Airline has decided it's time (if not quite for a makeover) to refresh its branding. The airline last week issued a Request for Information seeking agencies to recreate its strategy, content, website and apps. It is looking at data-driven insights to shape its strategy, and seeks a fresh perspective on how the SIA brand should be modernised.

That's quite a task, it would seem, for anyone seeking to re-invent what is already an iconic brand-name in aviation.

In 2007, the airline parted ways with Batey Ads, which helped conceptualise the iconic "Singapore Girl" ad campaign, and has since then worked with creative agencies TBWA and Publicis. These, and other agencies, are likely to be involved in SIA's bid to get back into the game as the national carrier seeks to refresh its branding and strategy.