2 communication approaches adopted by SIA are impersonal communications which consists of advertising and personal communications that consists of email.
- Advertising
SIA uses advertising as a way to communicate with their consumers. Firstly, they have successfully used their air stewardess dubbed the 'Singapore Girl' as their brand image. Consumers who think of SIA now will usually associated the image to the air stewardess and their warm hospitality.
In other countries, Singapore Airlines promote their services by advertising on trains. For example, in Japan. There are also tv commercials of Singapore Airlines in other countries such as France.
France commercial: http://www.youtube.com/watch?v=GGWtFTBYUis&feature=related
The commercials for SIA normally center around the Singapore Girls.
Another example of SIA commercial: http://www.youtube.com/watch?v=QBmBYJYcvq0&feature=related
What SIA hopes to acheive with the Singapore Girl is that there will be a top-of-mind brand awareness.
Singapore Airlines send email to members of the Kris-flyers and the PPS club for information on their newest promotions or new memberships. Samples of membership cards are also sent to these members through direct mail.
This allows the members to feel that they are of importance and appreciated in the company.
This type of communication is also very convenient. Most people nowadays do everything throught their emails. By communicating to their consumers through email will also bring them the benefit in which their customers can forward the email of their promotions to their friends easily.
By: Phyllis
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