A Journey With Singapore Airlines That Spans Over 20 Years

Our journey with Singapore Airlines first started with a Dinner and Dance in 1994. Since then, we have helped to design and organise some of their biggest milestone events.

We still remember the first time where we sold our pitch to them by singing “A Great Way to Fly” during a presentation meeting for the Rainbow aircraft global launch. Today, it is a much-loved iconic musical signature across all of their events, and even on the aircrafts!

Arrival of the World’s first Airbus A380

“This is the most anticipated event this century in aviation, A380 is a game-changer. This week the game changes.”
– Bey Soon Khiang, then senior executive vice president in the airlines

Following a competitive pitch against agencies from around the world, MLA special events was appointed by Singapore Airlines as the lead agency for this historical milestone event.

From event concept, to choreographing breakthrough sequences, to security clearences, we developed a close working relationship with all stakeholder authorities to clear many hurdles and delivered a few “firsts”.

Client: Singapore Airlines

SIA A345 World’s Longest Flight

Announcing their inaugural SIN – NY flight, SIA launched the longest non-stop route in the world with an evening filled with many WOW experiences. The environment we created transported the audience through space and time, literally, culminating with a reveal that saw an entire 100-foot wall “disappear” in seconds. Through a combination of custom engineered special effects, creative AV productions, theatrical effects anchored to a bespoke musical composition, the audience was immersed in an experience that was exciting, uplifting and truly magical – an unforgettable way to celebrate another SIA innovation as well as 100 years of man-made flight.

SIA Rainbow Aircraft Global Launch

In September 1998, Singapore Airlines launched its latest range of services to the world. It was an all-in product launch where Singapore Airlines changed the entire face of travel– coming up with a suite of products never seen before – from food service, to on-demand inflight entertainment, to serving champagne in economy class.

In 48 hours, we set up an experience that fully communicated the revolutionary concept of air travel. An unusual venue choice was the hangar in Changi Airport, so guests could touch and feel the products first hand. The planes played a large part in the event set as story telling was unfolded through projection mapping on the plane bodies.

Singapore Airlines Next Generation Launch

On July 9th 2013, Singapore Airlines launched its suite of next generation cabin products that were set to be the new industry benchmark for premium air travel.

The launch was the first major product update since 2006 when the 777 received “The New Business Class”.

MLA worked with our set designers to develop a custom-made reveal display that worked on a remote control mechanism. Throughout the three-day event, we were to reset the show launch 11 times, each time catering to different groups of invited guests.

Each show sequence was timed to perfection à la a theatrical scene— with music, an opening video, and a magical “automatic” unveiling of the cabin seats.

Singapore Airlines Premium Economy Launch

After a two-year development programme, Singapore Airlines finally reintroduced the Premium Economy class to the world. Over two days, the airline played host to local and international media, as well as their valuable clients, partners, and invited guests.

MLA themed the event concept as Simply Better – noting that everything concerning the unveiling should exude the language and features of the new travel adventure.

From curating the presentation displays, to filming and producing the launch video… and wiping down every food set and seat cushion… We were proud to partner the airline in carrying their best foot forward as they promoted more comfort, more choices, and more privileges.