Singapore Airlines 2014 Annual Report Download - page 40

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SILKAIR
During the financial year in review,
SilkAir enhanced its reach in the
Indonesian market, with the addition
of three new points – Semarang,
Makassar and Yogyakarta – expanding
the airline’s network to 45 destinations
in 12 countries.
SilkAir officially launched thrice-
weekly flights to Semarang, the
provincial capital of Central Java,
on 29 July 2013, while flights to
Makassar, the provincial capital of
South Sulawesi, were launched on 1
August 2013. Thrice-weekly services
anniversary and the receipt of its
first of 54 Boeing 737-800 aircraft
in February 2014. Various publicity,
marketing and sales initiatives were
launched to mark these significant
events, including a 25-hour flight
simulator event – ‘Bringing Boeing
Home with SilkAir’ - that gave
consumers the opportunity to
virtually fly the Boeing simulator
from Seattle to Singapore; the first
Boeing 737-800 static display at
the Singapore Airshow; as well
as attractive promotional fares
in conjunction with SilkAir’s 25th
Birthday on 21 February 2014.
A new brand campaign called ‘A
Joy to Fly’ was also unveiled in the
same period with the aim to rekindle
the joy of flying and assert SilkAir’s
In January 2014, SilkAir
was awarded ‘Regional
Airline of the Year’ by
Airlineratings.com, an
Australia-based airline
safety and product
rating review website.
OPERATING REVIEW
to Yogyakarta in Java commenced
thereafter on 25 November 2013,
increasing SilkAir’s Indonesian
network to 12 destinations.
SilkAir also celebrated two major
milestones during the year – its 25th
038
SINGAPORE AIRLINES