Singapore Airlines 2006 Annual Report Download - page 17

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117TH INTERNATIONAL OLYMPIC
COMMITTEE MEETING
Singapore Airlines was the Offi cial
Airline of the 117th International
Olympic Committee (IOC) Meeting.
The meeting was held in Singapore
in July 2005 to select the host city
for the 2012 Summer Olympics.
Singapore Airlines also adapted
its expertise in customer service
to help train IOC volunteers
in a two-hour Hospitality and
Customer Services Training session.
The training, conceptualised and
conducted by cabin crew from
the Airline, aimed to provide
IOC volunteers with some
understanding of customer service,
social etiquette, cross-cultural
awareness, handling compliments
and complaints graciously and
grooming.
85 volunteers from the Group
also contributed to the success of
the IOC Session by helping at the
Opening Ceremony. A cabin crew
member was assigned to each of
the bid cities as fl ag bearers for
their entry into the fi nal session,
showcasing the iconic Singapore
Girl.
With the announcement of the
2012 host city towards the end
of the session, broadcast
worldwide to over a billion
viewers, Singapore Airlines was
able to gain signifi cant brand
exposure and play a key role
in making the event a highly
successful one for Singapore.
15
Singapore Airlines Annual Report 05/06
tourist destination throughout the
Airline’s international markets,
especially in Europe and Asia, and
boost visitor arrivals to Australia.
An MoU was also signed with the
South Australia Tourism Commission,
in addition to the existing one with
the Queensland Government. These
agreements are an effective use
of limited resources to promote
destinations in a targeted and co-
operative way.
The Airline expanded its Boarding
Pass Privileges programme during the
year in review. Launched in 2004,
the programme is designed to offer
customers value-added benefi ts
from the participating partners.
While promoting Singapore as an
attractive stopover destination, it
seeks to enhance Singapore’s position
as a tourism hub. The programme
now includes over 300 local and
international partners in the hotel,
entertainment, retail and food and
beverage industries. Its unique
offering earned the Airline a Gold
Award in the Marketing, Carrier
(International-Air) category at the
Pacifi c Asia Travel Association Awards
2006 for the second year running.
The Airline teamed up with Singapore
Changi Airport to introduce Transit
Singapore. The programme provides
transiting customers with a host
of privileges when they utilise the
airport’s shopping, dining and lifestyle
services.