Singapore Airlines 2005 Annual Report Download - page 16

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travelling on Singapore Airlines
worldwide. The Programme won the
Pacific Asia Travel Association 2005
Gold Award.
Advertising and public relations
continued to be key pillars in the
Airline's marketing efforts. In support
of the non-stop A340-500 services to
Los Angeles and New York, SIA
launched an integrated global
advertising, public relations and
promotion campaign. This campaign
contributed towards generating strong
consumer response worldwide.
Campaigns to promote the Company's
new destinations drew similar
responses. In October 2004, a new
Global Hostess advertising campaign
was launched, featuring the Singapore
Girl in a variety of locations.
The integration of sales promotion,
public relations, advertising and other
commercial activities over the past year,
both at head office and local levels
across the network, has continued to
ensure the Company achieves good
value for its marketing expenditure,
while reinforcing the Airline's position
as a global industry leader.
PROMOTING TRAVEL
AND TOURISM
SIA undertook joint promotion
activities with various tourism bodies
and sponsored familiarisation trips for
journalists to experience and highlight
new destinations and new services.
Since the Indian Ocean tsunami
tragedy in December 2004, SIA has
worked closely with tourism officials
in affected countries to revive tourism.
In March 2005, SIA and the
Government of the Australian State
of Queensland signed a Memorandum
of Understanding (MoU) to boost
visitor arrivals through the Brisbane
gateway, coinciding with increased
frequency. Under this extensive
marketing agreement, SIA and Tourism
Queensland will collaborate globally
to develop and promote Queensland
as a major international tourist
destination. Singapore Airlines will
look to develop more such agreements
in the future.
The Airline also expanded the
Boarding Pass Privileges Programme.
Since its introduction in January 2004,
SIA has consistently improved upon
the programme to provide customers
with value-added benefits from
premium partners. Through the
Programme, the Airline seeks to
increase the value proposition for
14 SIA Annual Report 04/05
Operating Review