Introduction
Sensory marketing is one the most widely used techniques to attract potential customers, and according to EHL Insights (n.d.), 35% of Fortune 500 companies are using sensory marketing as an integral component of their marketing philosophy. Following the trend and the great effectiveness of sensory marketing, the tourism and hospitality industry has invested greatly in deploying new methods of triggering customers’ emotions and sensations through their sensual advertisement campaigns. In this regard, one of the greatest examples of sensory marketing includes the “Singapore Girls”, as depicted by the commercial titled “Across the World with the Singapore Girl” by Singapore Airlines (SingaporeAirlines11, 2011). The following section further highlights how the basic concepts of sensory marketing have been utilized in the ad.
Across the World with the Singapore Girl
Travelling is always a wonderful experience that leaves an emotional and unforgettable impression on travellers. Therefore, Singapore Airlines has targeted all the five senses of their customers, i.e., taste, smell, touch, sight, and sound, to create a powerful memory and earn customer loyalty. This can be observed in the ad that presents Singapore Girl as an iconic image of hospitality (SingaporeAirlines11, 2011). The three main senses that are targeted in this ad are sight, sound, and touch.
Visuals have great importance in any advertisement, and therefore, to promote its business of travel, the airline has provided fantastic shots from different parts of the world that automatically trigger the curiosity of the audience to visit them. This way, the company has created a need to provide its services.
The effectiveness of the visuals can be greatly enhanced with the right soundtrack. This has been excellently implemented by Singapore Airlines in this ad. As one begins to watch the ad, it is almost very difficult to switch the channel because the visuals, along with the background music, are so appealing. As the title suggests, “Across the world…”, the Singapore girl is shown in various parts of the world with very beautiful visuals. This also shows that the company is offering travel services across the world. This is what exactly is required for Airlines to attract their customers. Therefore, Singapore Airlines is among the most profitable airlines in the world.
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It is also important to note that the ad considerably depicts the Asian values of hospitality through Singapore Girl, which is shown as an almost mythical status of caring, gentle, serene, and elegant. In my opinion, the compassion and kindness of the airline staff are some of the most memorable experiences for passengers. This way, the company is highly successful in developing an emotional experience of travel among the viewers of the advertisement.
Last but not least, the uniform of the air hostess also has a great impact on the minds of travellers as it develops a sense of luxury and comfort for the passengers. These silk uniforms successfully target the sense of touch of the passengers. Moreover, all the crew members are obliged to wear such dresses, and they actually match the colour and designs of the plane’s interior cabins.
Conclusion
The most important element behind the success of Singapore Airlines is its effective sensory marketing campaigns, of which “Across the World with the Singapore Girl” is a great example. The ad interestingly triggers the sense of sight, sound, and touch of the viewers and leaves a memorable impression on them that finally leads to their decision to choose Singapore Airlines.
References
EHL Insights. (n.d.). The five senses of hotel marketing. Hospitalityinsights.ehl.edu. https://hospitalityinsights.ehl.edu/five-senses-hotel-marketing
SingaporeAirlines11. (2011). Across the World with the Singapore Girl [YouTube Video]. In YouTube. https://www.youtube.com/watch?v=fNEJrd6GkSY
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