Singapore Airlines 2002 Annual Report Download - page 22

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PROMOTING TOURISM AND AIR
TRAVEL
In the first half of the year, some of the
world’s top names in jazz and horse racing
were drawn to Singapore for three SIA-
sponsored events.
Followers of horse racing came for the
second running of one of the richest horse
races in the world – the $3 million Singapore
Airlines International Cup in May 2001.
Singapore’s Kranji Racecourse also hosted
a new high stakes race at the same meeting
on 12 May 2001 – the inaugural $1 million
Singapore Airlines KrisFlyer Sprint.
Both races received the endorsement of
the International Cataloguing Standards
Committee, firmly placing Singapore on
the world map as a premier racing venue.
The Singapore Airlines International Cup
will be included in the prestigious World
Championship Racing Series from 2002.
Later in May, more than 50 of the world’s
leading jazz figures visited Singapore,
including Tuck and Patti, Grammy Award-
winning guitarist Lee Ritenour and The
Woody Herman Orchestra. They were
performing at the first Singapore International
Jazz Festival, presented by SIA after two
years of planning. The Festival attracted
several thousand people over three days,
clearly succeeding in its aim to bring jazz
to the people of Singapore. It was Asia’s
largest jazz event in 2001.
While the above-mentioned events helped to
enhance SIA’s brand presence worldwide, a
number of additional promotions were
undertaken to strengthen Singapore’s
position as the region’s premier destination.
These included attractively-priced holiday
packages like the US$1 Singapore Stopover
Splendour and SIA Getaway Specials,
media and trade familiarisation visits, and
support of sales missions and trade shows.
22 SIA Annual Report 01/02