Singapore Airlines 2011 Annual Report Download - page 14

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SINGAPORE AIRLINES
012
SIGNIFICANT EVENTS
2010
APRIL
• Eyjafjallajökull volcano in Iceland erupts, causing
European authorities to close air space and
disrupting airline operations globally. The Airline
had to cancel flights between various European
points and Singapore.
MAY
• The Airline signs a codeshare agreement with
Star Alliance partner Spanair, under which
customers can enjoy convenient connections
between Barcelona and Madrid, Palma de
Mallorca, and Bilbao.
JUNE
• A streamlined check-in experience in the form
of the Passenger Reconciliation System (PRS) is
introduced in partnership with Changi Airport
Group. Customers who check in online and have
no check-in baggage can now proceed directly to
the immigration access point where security officers
will verify their self-printed boarding passes.
JULY
• The Airline’s award-winning inflight magazine,
SilverKris, goes online, offering customers
insightful travel features, tips on things to do and
places to eat and hang out – all at their fingertips
day and night.
• In collaboration with the world-famous chefs on its
International Culinary Panel, the Airline launches
its very own cookbook, Above & Beyond, with a
fundraising gala dinner. Over $1.4 million was
raised at the gala, with proceeds going to the
Community Chest. Targeted at aspiring home
cooks, the cookbook also offers tips on menu
planning and plating in addition to the recipes.
• The Airline introduces six highly acclaimed
“Grand Cru” Red Burgundy labels in its wine
selection available to Suites and First Class
customers, the only airline in the world to offer
these labels on board.
• To achieve more environmentally-friendly
operations, the Airline launches electronic versions
of its three inflight magazines – SilverKris,
KrisShop and KrisWorld – on its KrisWorld inflight
entertainment system. This will be extended to
other publications progressively, including menu
cards and magazines that the Airline currently
carries system-wide.
AUGUST
• The Airline teams up with Changi Airport Group
and Singapore Tourism Board to offer new value-
packed holiday packages that provide tourists
even more compelling reasons to visit Singapore.
• In its first major involvement in a large-scale
green project with long-term, sustainable
benefits for the global environment, the Airline
announces its intention to donate US$3 million
towards the Harapan Rainforest Initiative in
Sumatra, Indonesia.
SEPTEMBER
• The Airline and Tourism Western Australia sign
a Memorandum of Understanding; under the
three-year partnership, both parties will jointly
fund marketing campaigns and actively promote
inbound tourism to Western Australia by way of
the Airline’s services between Singapore and Perth.
• Five-times-weekly Singapore-Munich-Manchester
services, operated with Boeing 777-300ER
aircraft, are increased to seven times weekly.
• The Airline is named the Official Airline for the
Giant Panda collaborative programme between
Wildlife Reserves Singapore and the China
Wildlife Conservation Association.
• The Airline introduces exclusive classical
concerts and theatre performances on its
KrisWorld inflight entertainment system, under a
partnership with UnitelClassica.