A look at luxury airlines, using semiotics and in-depth interviews with industry experts.

1. EXPLORING THE 'CODE' OF IN SINGAPORE COMM201 FOUNDATIONS IN COMMUNICATIONS RESEARCH LUXURY ROBIN CHAN | JEREMY TAY | LINETTE LIM

2. SCOPE

3. TELEVISION COMMERCIALS

4. STATUS SINGAPORE AIRLINES Champagne and pearl necklace commonly associated with status of luxury

5. STATUS SINGAPORE AIRLINES Busy working professional (working on a laptop with USB drive)

6. Images of playing golf evoke a feeling of prestige which only the affluent can enjoy STATUS SILKAIR

7. Limousine pick up and personalized services – befitting of someone with status and importance. STATUS THE FLYING CLUB

8. Being in the centre of attention, being fussed over like a celebrity STATUS THE FLYING CLUB

9. ‘ Where captains of the industry unwind’ – membership is for people who have attained a certain level of achievements STATUS THE FLYING CLUB

10. SINGAPORE AIRLINES EXCLUSIVITY Association of exclusivity with brands like Givenchy and Poltrona Frau “ Be one of the first few customers to fly A380” and usage of word “only”

11. Untouched, pristine beaches which are inaccessible to many and only for the enjoyment of a special few EXCLUSIVITY SILKAIR

12. ‘ Where the future flies’ – be part of the future, set the trend. The wealthy are at the forefront. EXCLUSIVITY THE FLYING CLUB

13. Zen-like and modernistic looking clubhouse – a haven for people to unwind (away from noise and crowds) EXCLUSIVITY THE FLYING CLUB

14. ‘ Service above and beyond others’ – a cut above the rest. A privilege that is inaccessible to many EXCLUSIVITY THE FLYING CLUB

15. SINGAPORE AIRLINES Suites have the individual privacy of a hotel room Stewardess closes doors of Suite to give individual privacy INDIVIDUALISM Emphasis on Your choice of food and beverages

16. Whole TVC only features young working adult (apart from tribesman). No sign of family/friends while at home and on holiday. Connotes a feeling of individualism and self-importance. INDIVIDUALISM SILKAIR

17. INDIVIDUALISM THE FLYING CLUB ‘ Your complete aviation lifestyle’, ‘Your flights of fancy’, ‘ The pride… is yours’ – everything is about you

18. SINGAPORE AIRLINES ADVENTURE & FREEDOM Freedom of exploring nature

19. ADVENTURE & FREEDOM Travelling to exotic destinations and taking the road less travelled SILKAIR

20. ADVENTURE & FREEDOM SILKAIR Freedom to travel solo and the adventure of meeting people from very different backgrounds

21. ADVENTURE & FREEDOM THE FLYING CLUB Appeals to the thrill-seeker, someone who wants a different experience

22. ADVENTURE & FREEDOM THE FLYING CLUB Image of golf course evokes desire to have the freedom and autonomy to do what you want with your time

23. SINGAPORE AIRLINES INNER CHILD Background tinkling lullaby music and walking through a forest gives a nostalgic fairy tale feel – like Chronicles of Narnia

24. SINGAPORE AIRLINES INNER CHILD Like a mother tucking a child to sleep – wanting to be pampered

25. Vivid imagination is reminiscent of a child’s daydreams or make-believe INNER CHILD SILKAIR

26. Images appeal to a child’s fascination with planes, the excitement of flying for the first time and childhood aspirations INNER CHILD THE FLYING CLUB

27. SINGAPORE AIRLINES Loving and appreciating nature BACK TO NATURE

28. SINGAPORE AIRLINES Wooden furnishings give a more luxury feel, as compared to the overused plastic, synthetic leather and metal finishes BACK TO NATURE

29. “ Journey with Nature” – Showing a train travelling through a forest and signifies the growing concern of people with regards to nature and the environment BACK TO NATURE SILKAIR

30. ‘ Roam’ connotes being able to go anywhere anytime. Departure from the concrete jungle and immersing fully into nature BACK TO NATURE THE FLYING CLUB

31. SINGAPORE AIRLINES Frequent usage of light rays to give a dreamy and fantasy feel to customer experience. SIA Girl looks like an angel DREAMS & FANTASIES

32. ‘ Flight of Fantasy’ – Image of an intricate kite evokes feelings of fantasy and exploring the unknown SILKAIR DREAMS & FANTASIES

33. Surrealistic image of private jets being parked within CBD area, signals the possibility of this dream being realized DREAMS & FANTASIES THE FLYING CLUB

34. INTERVIEWS Mr Fredrik Sarnblad Director of Strategic Planning TBWA Singapore Ms Lim Zhi Ning Air Stewardess Singapore Airlines

35. CODES OF LUXURY Dreams & Fantasy Experience Status Individualism Exclusivity Adventure & Freedom Inner Child Back to Nature/ Basics Image Shift towards experienced-defined luxury Shift in motivations for consuming luxury

36. IMAGE-DRIVEN CODES “ Toiletries are from Ferragamo” Image Status Exclusivity Individualism “ To show the luxury traveler that he/she is recognized, we address them by their surname as much as we can” “ We have the suite class on the A380 where each passenger has their own "room". It's enclosed” “ Fine wine, expensive champagne” “ Special check in counter specially for First Class passengers at Changi Airport Terminal 3” “ Celebrity chefs composing menus, famous designers incorporating elements into designs of plane seats and lounge”

37. EXPERIENCE-DRIVEN CODES Service is “personalised” and “flexible”. Eg: “ We serve them their meals as and when they feel like having it. They can choose not be disturbed as well” Experience Adventure & Freedom Back to Nature/ Basics Inner Child People crave the feeling of being cared for. “Feeling pampered is more important than anything else” It’s about “doing the things you really want to do” It’s about “being as free as you possible can” Forget the frills. “The most important thing onboard is rest” “ No restrictions in term of space and what you can do” Dreams & Fantasy Having “time for self-reflection and stop to take in what the world has to offer, instead of rushing about”. “Having access to time”

38. 'CODE' OF IN SINGAPORE LUXURY CONCLUSION