Singapore Airlines 2014 Annual Report Download - page 41

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positioning as a full-service regional
carrier that caters to the needs of the
well-travelled global customer. The
regional campaign highlights the
key functional benefits of travelling
with SilkAir, such as baggage
allowance, inflight meals, reliable
flight schedule and the KrisFlyer
frequent flyer programme.
In line with efforts to improve inflight
service offerings, the airline launched
a wireless inflight entertainment
trial in December 2013 in one of its
aircraft, enabling customers to stream
multimedia content such as movies,
television programmes and music
directly onto their personal devices.
On the corporate social responsibility
front, SilkAir continues to maintain its
support of the Giant Panda collaborative
programme between Wildlife Reserves
Singapore and the China Wildlife
Conversation Association, as well as
Médecins Sans Frontières (MSF), also
known as Doctors Without Borders, a
leading international humanitarian aid
organisation that provides emergency
medical assistance to people in distress
and danger.
SilkAir’s dedication to product
and service quality continues to be
recognised through various accolades.
In January 2014, SilkAir was awarded
‘Regional Airline of the Year’ by
Airlineratings.com, an Australia-based
airline safety and product rating review
website. SilkAir was also ranked third
in the Top 10 Airlines by Passenger
Carriage in the Changi Airline Awards
2013, presented by Changi Airport
Group. The airline continues to be
honoured in the TTG Asia Travel Hall
of Fame, which it was inducted into in
2010 following its 10th win at the TTG
Asia Travel Awards in 2009. SilkAir was
once again voted one of the Top 10
Airlines Worldwide for Cabin Service in
Best in Travel Poll 2013 by Hong Kong-
based online travel magazine, Smart
Travel Asia.
039
ANNUAL REPORT FY2013/14