Singapore Airlines has launched a S$5 million branding campaign on Monday in a bid to reiterate its commitment to customer service in all classes of travel.
As part of its new global campaign, SIA has produced three commercials featuring the iconic Singapore Girl in China, Scotland and Italy.
The advertisements will run on television, print and digital platforms, and will be released progressively over three weeks.
The last time SIA launched a brand campaign was in February 2011.
The airline will also be introducing a new microsite and revamping its YouTube page, signalling a shift to actively engage consumers online.
The Singapore-listed company hopes the new campaign reaffirms SIA commitment to premium service standards -- which it believes will allow it to stay ahead despite increasing competition from low-cost carriers and other legacy carriers.
Mak Swee Wah, executive vice president (commercial) for Singapore Airlines, said: "The market is divided into different segments. Obviously, there are those who are more budget-conscious and travel on low-cost carriers.
"But there are also customers who want to fly with a full service airline because of the comfort, service and care that we give them and that segment will be the main clientele of SIA. So, what we are doing is improving our products and services to bring the best travel experience to this segment of the market, which is still very relevant."
With the structural shift in the aviation industry, legacy carriers like Singapore Airlines are seeing their yields being squeezed as they are faced with more competition from low-cost and Middle Eastern carriers.
Analysts said legacy carriers will need to do much more than just embark on a re-branding exercise.
And that involves a thorough review of the airline's strategy and operations.
Shukor Yusof, an aviation analyst with Standard & Poor's, said: "You need to do something drastically different than just re-hashing, re-branding and re-marketing. I think these are boring stuff that people don't really pay attention to.
"You need to dig down and be more visionary. And I'm looking at All Nippon Airways (ANA) going into Myanmar and buying a 49 per cent stake in one of the domestic carriers. That's doing something radical, something adventurous, and I'd like to see that happening with SIA."
Mr Yusof suggested that retraining staff could be the way to go for SIA.
He said: "Retraining their flight attendants, cabin crew, would go a long way to recapturing the supreme leadership that SIA had many many years ago, that most people knew and had experienced.
"I think (the Singapore Girl experience) has deteriorated a fair bit. And I think they need to rediscover the essence of the Singapore girl and not just in a superficial way, but again the genuineness, the warmth, the intimacy that we have all grown used to. "
Besides retraining flight attendants and buying new aircraft, industry watchers said SIA should also look for ways to see how they can compete more effectively with low-cost carriers.
Earlier in July, the airline said it will be spending US$150 million to overhaul its first, business and economy class cabins on selected flights between Singapore and London.