Singapore Airlines Opens Review, Singapore Girl Takes Back Seat

As a marketer, what do you do when your brand icon has been known the world over for 35 years? You open an agency review and change it of course. It's the natural way of things, of course. While we never thought of Singapore Airline's Singapore Girl as any sort of sexist symbol, some feel her time has come and she should step down as the last of many female flight attendants who have been featured by various airlines over the years. While airline officials say the Singapore Girl may remain part of the brand in some form, Singapore Airlines VP of Public Affairs says, "What has worked well in the past is not always an indication of what will work well in the future It would be a mistake to cling to the past as a measure of success for the future. We want to explore the creative market; see what others have to offer." While true, we're hoping the airline, which continually ranks high for service and experience, doesn't become just another American Airlines cattle car.