Emirates is now a partner with the Commonwealth Games

By BA Staff

Courtesy of Wikipedia

Emirates, the Official Airline Partner of the Glasgow 2014 Commonwealth Games Queen’s Baton Relay, has today started the first leg of the "Baton’s journey round the world", beginning its international journey in Glasgow.

The Queen’s Baton will be transported by Emirates, visiting a selection of the Commonwealth’s nations and territories ahead of the Glasgow 2014 Commonwealth Games, 23rd July to 3rd August.

Following its public launch at Buckingham Palace yesterday, the Baton has been successfully checked-in for its flight with Emirates and is on its first journey to Delhi, India.

Speaking of the Queen’s Baton Relay, Laurie Berryman, Vice President Emirates UK, commented:

“As a result of our official partnership with the Glasgow 2014 Commonwealth Games, Emirates is playing an integral role in uniting the Commonwealth countries, its two billion citizens and many cultures across the globe. Through our association with this landmark occasion, we hope to bring fans closer to the action and the sports that they love world-wide. Emirates became a partner of the Glasgow 2014Commonwealth Games underlining our continued commitment to Scotland, where over the past eight years, we have played a key role in supporting international connections from Glasgow International Airport, carrying over 1.7 million passengers and over 46 million kilos of cargo to and from the Middle East and beyond. We are delighted to have set this inaugural event off and look forward to taking the Baton on its journey across our extensive network, including 22 Commonwealth countries.”

The Queen’s Baton Relay is a unique tradition of the Games that famously unites the citizens of the Commonwealth in a celebration of sport, diversity and peace.

Flags from the 70 nations and territories of the Commonwealth were carried by children chosen by UNICEF UK, the world’s leading children’s organization and international charity partner of the Games at the event at Buckingham Palace yesterday.

The titanium, wood and granite Baton, specially-designed for Glasgow symbolizes
Scotland’s culture, history and innovation by combining leading-edge technology with traditional skills and craft. The Queen will place her message within it after which it become the Baton’s visual core, illuminated but unreadable until the Opening Ceremony.

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Videos: Singapore Airlines launches its new ad campaign "The lengths we go to"

by Devesh Agarwal

Iconic national carrier Singapore Airlines (SIA) has launched a new global brand campaign named “The Lengths We Go To”, showcasing the airline’s commitment to putting the customer at the heart of everything it does.

Explaining the thinking behind Singapore Airlines service experience, and the brand campaign, Singapore Airlines’ Executive Vice President Commercial, Mr Mak Swee Wah, said

“Making every customer feel at home when they fly with us has always been the cornerstone of our service philosophy. Our customers’ preferences have always been the foremost consideration in the curation process for our new products which are sourced from all over the world. This new campaign sets out to reaffirm this commitment.”

Tan Pee Teck, Senior Vice President of Product and Services at Singapore Airlines, along with three of his colleagues explain the customer centric focus of Singapore Airlines in this video which also shows insights on the rigorous training regime that goes to make the iconic Singapore Girl cabin crew.



Mak further explains

“The scenarios in the advertisements are examples of our commitment to delivering a special experience to our customers, with the Singapore Girl symbolising the lengths we go to. Despite the progression of time, the essence of the Singapore Girl and her gentle, caring ways remain especially relevant today, in an increasingly competitive environment where service excellence is the key differentiator,”

And the Singapore Girl, plays the protagonist in all three commercials which were filmed on location – Fujian in China, Glasgow in Scotland, and Venice in Italy – and involved local production crews of hundreds of people.

The first commercial depicts how SIA tailors quality products to suit the needs of its customers. A tea plantation and teahouse in Fujian were selected as the setting as this is the region from which SIA sources Jasmine tea.



The second commercial illustrates how SIA delivers the comforts of home through innovative products and services. Renowned Glasgow-based Andrew Muirhead and Son, Europe’s oldest tannery, was used as the filming location as it is where the leather used in SIA’s Business Class seats is produced.



The third commercial demonstrates SIA’s focus on curation to offer customers the best entertainment from around the world. It is set in Venice and features the Venice Film Festival, for which SIA is the Official Airline this year.



The commercials will be released progressively over three weeks, with the first being broadcast from today. A combination film, incorporating all three advertisements, will be released later this month.

The airline has also made a video showing the making of the advertisements.

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