As reported by the South China Morning Publish, a Cathay Pacific government isn’t too completely happy about Singapore Airways’ new advert marketing campaign, which has garnered numerous consideration.
“Welcome to World Class” vs. “Life Properly Travelled”
Final week, Singapore Airways unveiled its latest advert marketing campaign, named “Welcome to World Class.” That is the service’s first main advert marketing campaign because the begin of the pandemic, and it has confirmed to be wildly in style. One model of the video on YouTube alone has been seen 23 million instances as of now, with tens of hundreds of thousands of views by way of different social platforms as nicely. Clearly the idea is resonating with individuals.
Properly, one Cathay Pacific government has some fascinating feedback about this video. In a private put up on LinkedIn that has since been deleted (and which doesn’t signify the official view of the corporate), Cathay Pacific’s head of world advertising communications, Edward Bell, couldn’t assist however congratulate Singapore Airways in a reasonably shady method, accusing his rival of copying the Hong Kong-based service’s advert:
“Congratulations Singapore Airways in your newest model marketing campaign. However I can’t assist discover that it strongly resembles what we did a number of years in the past?”
Particularly, he’s referring to Cathay Pacific’s “Life Properly Travelled” advert marketing campaign from again in 2015, and he included a hyperlink to the under advert.
Are these two advert campaigns related?
Singapore Airways and Cathay Pacific are two of my favourite airline manufacturers. Each carriers persistently have unbelievable advertising, amongst my favourite on the market of any airline. Singapore Airways’ adverts are persistently so elegant and refined, whereas Cathay Pacific’s adverts are inclined to seize the magic of journey, and sometimes the power of Hong Kong.
Particular to this declare, personally I don’t see the Singapore Airways advert as being a copycat of the Cathay Pacific advert. Are there some similarities? I imply, certain. That’s additionally true of airline liveries, security movies, and even inflight merchandise, as a result of there are solely so many instructions airways can go.
The advert campaigns are related within the sense that they every observe one lady, and present that particular person touring to totally different locations. Past that, although, there are tons of variations:
- Singapore Airways follows a flight attendant, whereas Cathay Pacific follows a passenger
- Singapore Airways’ advert is narrated, whereas Cathay Pacific’s isn’t
- Singapore Airways’ advert is extra about how experiencing the world makes Singapore Airways world class, reasonably than simply in regards to the common wonders of journey
- Singapore Airways’ advert arguably takes a dig at opponents, speaking about how the airline provides “6-star hospitality” reasonably than a “5-star badge”
For those who ask me, Singapore Airways’ “Welcome to World Class” advert took simply as a lot inspiration from its personal 2013 “The Lengths We Go” advert marketing campaign because it did from Cathay Pacific’s 2015 marketing campaign. The themes between the 2013 and 2023 adverts are related, showcasing flight attendants touring across the globe, and that have making them who they’re, and permitting them to supply world class service.
A Cathay Pacific advertising government is accusing Singapore Airways of copying its advert marketing campaign. Particularly, the declare is that the 2023 “Welcome to World Class” advert is impressed by the 2015 “Life Properly Travelled” advert. Personally I don’t assume there’s any advantage to this (or at the very least not sufficient to attempt to name out a competitor on this method), however individuals will seemingly have totally different takes right here.
What do you assume — was this a copycat advert, or not?