29 Aug '12, 6pm

Singapore Air Hopes For Crying In First Class Over Smiling In Coach

Pour $16 million into upgrading its airport lounges and form a new partnership wherein BMW will redesign its cabins. Yes, BMW. Budget carriers? Pfffffft. Singapore Air has always been extremely brand conscious, even by airline standards, from its now iconic "Singapore Girl" spokeswomen to the way its current Twitter account actively responds -- personally -- to every compliant aimed at the brand. So it's no surprise that the brand would be proactive, and aggressive, in its positioning. The first on the list of SilverKris Lounges to receive an upgrade will be Singapore Air's Sydney Airport lounge. The overhaul will take five years and include the airline's 15 global lounges and the airline plans to spend Sg$20 million ($15.9 million) on the program. In a statement , the airline's senior VP of product and services said, "Many of our customers tell us that the moment they ste...

Full article: http://www.brandchannel.com/home/post/2012/08/29/Sing-Air...

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