When other airlines were busy focusing on cabin designs, food, comfort and pricing, Singapore Airlines focused on the emotional experience of travel. They viewed themselves as an entertainment company and not just another airline.

The company wanted to establish a true sensory brand experience that covered much more than just what passengers could hear or see. In this regard, a set of brand tools were introduced to match consistently with the brand image. The staff uniforms were made of the finest silk and the design of the fabric matched the interior decor. The flight attendants not only had to look the brand but act as well in the way they talk to passengers, serve food and move around the aisles. Even the announcements from the captain were carefully scripted by the advertising agency.

The sensory experience of the brand reached a new level when the company introduced a unique aroma called Stefan Floridian Waters. The perfume was blended into the hot towels, and wafted through the entire fleet of Singapore Airlines. When people were asked what it is they like about the Singapore Airlines experience, they replied that it was the perfume that the flight attendants wear. They describe it as smooth, exotically Asian and feminine. Travelers say that the aroma brings back comfortable memories which all reflect the Singapore Airlines Experience.

Singapore Airlines is among the top companies globally that are truly able to control the brand through every interaction, experience, and sense. This has guaranteed that the brand stays an innovator and industry leader.

How can your brand create such a sensory experience?