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(July 2, 2001) SINGAPORE -- Batey Ads Singapore is to launch a new pan-Asian campaign for Singapore Airlines (SIA's) newest route -- Chicago.

The TV and print campaign will debut across Asia starting this month, to herald the launch of the new SIA service to Chicago that launches Aug. 1.

As SIA's main agency, with responsibility for all branding and core business, Batey Ads uses SIA's iconic Singapore Girl in a Chicago setting. "[This] 'home of the blues' theme allowed us to have some fun and use music in a powerful manner," said Digby Richards, the agency's group account director.

Shot in an opening blue hue, the initial solo soulful harmonica gradually becomes more upbeat as the three SIA stewardesses appear on the scene. A lone basketball player is given back his ball, a snoozing cabbie smiles at the girls, and the ad closes with an alfresco jam session which the "sarong kebaya"-clad Singapore Girls are basking in glorious spring sunshine. A question is then posed: "What's making Chicago, the home of the blues, change its tune?"

The print strategy will start with a full-page teaser, followed by a double-page spread to announce the launch of the service. The commercials will also be featured in-flight and online, and will be adapted to support Chicago-focused 30-second vignettes on CNN. -- Magz Osborne

Copyright July 2001, Crain Communications Inc.

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