Abstract
In its eight years of operation, the Singapore Airlines has really taken off as one of the world’s leading carriers, with service “even other airlines talk about”. Behind this spectacular success is of course the soft kebaya-clad Singapore Girl who has charmed the hearts of thousands of air travellers throughout “half the world and more”. Lily Chan, the only lady speaker at the 12th Asian Advertising Congress, reveals here how the airline’s marketing strategy evolved.
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