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28 SIA Annual Report 04/05
Operating Review
Like its parent company, fuel
surcharges helped SilkAir to partially
offset the high cost of fuel during
the year.
SilkAir also increased marketing
and branding efforts to cement its
position as the region's preferred
leisure airline. The launch of its "Where
the World Unwinds" advertising
campaign, in Singapore, targeting
commuters on trains in July 2004, was
extended to buses in September 2004.
To boost its brand visibility and
showcase its network of destinations,
the airline, in collaboration with
Tradewinds, held its first ever
standalone travel fair in March 2005,
with more than 150,000 seats and
hundreds of packages on offer.
Newly designed uniforms for cabin
crew marked just one of the product
enhancements for SilkAir in the year.
SilkAir became the first Asian airline
to offer portable video-on-demand
inflight entertainment, with the launch
of the DigEplayer. This hand-held
device was launched on selected flights
in January 2005. Overall, the year saw
an unprecedented increase in
customer compliments for the airline's
crew and services.
For its efforts, SilkAir was the only
Asian regional carrier to be ranked as
one of top ten favourite airlines for
short-haul travel by Conde Nast
Traveller at its Readers' Travel Awards
in September 2004. The airline was
also voted the Best Regional Airline
(Asia and China) at the TTG Travel
Awards 2004, for the fifth time.
SilkAir joined hands to support the
region's relief and recovery efforts
following the Indian Ocean tsunami
disaster of December 2004. In
partnership with the United Nations
Association of Singapore, crew,
ground staff and SilkAir customers
raised close to S$60,000 through the
airline's inflight donation drive over
a period of seven days.
SilkAir took delivery of its 11th
aircraft in August 2004. In October
2004, the airline sold and leased back
two A319-100 aircraft. SilkAir's fleet
as at 31 March 2005 was made up of
seven A320s and four A319s.