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SIA Annual Report 03/04 15
Tiger Airways
In December 2003, it was announced that a partnership involving Singapore Airlines,
Indigo Partners LLC, Irelandia Investments Ltd. and Temasek Holdings would set up
a low cost carrier, Tiger Airways, which will be based in Singapore and serve destinations
in Southeast Asia when it begins operations in the second half of 2004. Led by
Chairman William A. Franke and Chief Executive Officer Patrick Gan, Tiger Airways
aims to be the ‘gold standard’ of budget airlines in the region, offering the lowest
possible fares while maintaining state-of-the-art aircraft, clean and comfortable inflight
facilities, most convenient connections and staff who are committed to the success
of the airline. SIA will hold a 49 per cent stake, with Indigo Partners holding 24 per
cent, Irelandia Investments 16 per cent, and Temasek Holdings 11 per cent.
Promoting Travel
and Tourism
In an attempt to restore confidence in
the travel industry and stimulate air
traffic to Singapore after SARS, SIA
launched its largest-ever global business
recovery campaign – the SIA Fabulous
Offer – in June 2003. The campaign
offered special fares of up to 50 per cent
below SIA’s market fares on flights into
Singapore. In addition, an Early Bird
Special promised a further 50 per cent
off the promotional rates on the first
15,000 bookings worldwide. With this
Early Bird Special, travellers effectively
paid only 25 per cent of the seasonal
market fares.
The SIA Fabulous Offer was supp-
orted by the Singapore Hotel Association
and the Association of Singapore
Attractions. Working closely with 53
hotels, eight key attractions and several
tour operators, SIA managed to secure
significant contributions from these
partners in offering a compelling
package that drew thousands to
Singapore and beyond. The SIA Fabulous
Offer won the Airline the 2004 Pacific
Asia Travel Association (PATA) Gold
Award for marketing excellence.
SIA also collaborated with the
Australian Tourist Commission (ATC) to
launch a regional promotion, Enjoy
Australia in July 2003. Following close
after the SIA Fabulous Offer, this
promotion targeted visitors from
Southeast Asia, China, Japan, Korea,
and India.
In January 2004, the Airline
launched the Boarding Pass Privileges
programme. Through this programme,
SIA customers are able to enjoy discounts
in participating hotels worldwide as well
as in selected restaurants, shopping
and lifestyle outlets in Singapore, by
presenting their boarding pass within
seven days of their flight. SIA will
progressively expand this programme to
partner top retail establishments in its
key markets.