Singapore Airlines-Flying High

ORIGIN Singapore Airlines (SIA) began in 1947 as Malayan (later Malaysian) airlines. Malaysian Airlines operated between Singapore, Kuala Lampur, Ipoh and Penang. Over the next two decades, there were additions of the DC-4, Skymaster, Vickers Viscount, Lockheed Super Constellation, Bristol Brittania, Comet IV, and the Fokker F27. On 16 September 1963, the Federation of Malaysia was born and the Airline became known as Malaysian Airways Limited.

ORIGIN In May 1966, it became Malaysia-Singapore Airlines. Later, the new look of the Airline evolved further with its first Boeings - three B707s, then a fleet of B737s. In 1972, Malaysia-Singapore Airlines split up to become two entities - Singapore Airlines and Malaysian Airline System. This change house a special fleet of B747s, B7272s, and DC-10s. The new Singapore Airlines also boasted a new airfreight terminal and a B747 hangar.

Problems Faced During Operation Shortage of domestic routes for serving Singapore. Faced difficulties on International routes to gain the admissions to Airports, landing rights, securing flight shots, attracting new customers and many more.

Singapore Girl Origin Global Icon Commercial Branding Visual Impact

Singapore Girl Origin The iconic images and branding of the Singapore Girl was first established in 1968. The original branding was developed by Ian Batey. The Singapore Girl wore the traditional uniform “ Sarong Kebaya”. The “Sarong Kebaya” uniform was first introduced by MSA(Malaysia-Singapore Airlines). The “Sarong Kebaya” was specially designed by Pierre Balmain, a French designer.

Singapore Girl Origin MSA ceased operations on 1 October 1972 and Singapore Airlines took over as its successor. In 1972, Pierre Balmain was hired by Singapore Airlines to construct and update the Malay “Sarong Kebaya” . In April 2001, the shoes were replaced by Pierre Balmain-designed safety shoes .

Singapore Girl Global Icon There are four Kebaya colours that represent the ranking of the Singapore Girls: Blue – "Flight Stewardess" Green – "Leading Stewardess" Red – "Chief Stewardess" Purple - "In-Flight Supervisor" The male flight attendant, in contrast, wears light blue business jackets and grey trousers. The following four jacket colours distinguish male cabin crew: Light Blue - "Flight Steward" Sky Blue - "Leading Steward" Navy Blue - "Chief Steward" Grey Suit - "In-Flight Supervisor"

Singapore Girl Commercial Branding The Singapore Girl has a visual trade mark and brand for Singapore Airlines. The Singapore Girl is said to engender “Asian values and Hospitality”. The Singapore Girl has been described as “caring, warm, gentle, elegent and serene”. A wax figure of the Singapore Girl was created and shown at Madame Tussaud’s wax Museum in London in 1994. This sculpture was sent to the Delta Airlines shuttle concourse at LaGuardia Airport in New York City in 1995.

Singapore Girl Visual Impact Since 1972, the image of the Sinfapore Girl has appeared in many advertisements. Recently the Singapore Girl has been seen in television commercials promoting Singapore Airlines’s Boeing 777 300-ER Business Class and the Airbus A380. In March 2004, the Singapore Girl won the Outstanding Contribution to Tourism award for the 18 th Singapore Tourism Board (STB) ’s Tourism Award.

SIA’s Aroma By the end of 1990s Singapore Airlines introduced Stefan Floridian Waters. Stefan Floridian Waters is an Aroma. It is an aroma which has been specifically designed as a part of Singapore Airlines. Stefan Floridian Waters formed the scent in the flight attendants’ perfume. It was blended into hot towels served before take off. Generally, it permeated the entire fleet of Singapore Airlines planes.

SIA’s Aroma The patented aroma has since become a unique and very distinct trademark of Singapore Airlines. People describe this unique smell as smooth, exotically Asian and with a distinct aura of the feminine. It is a smell that has the potential to kick-start a kaleidoscope of smooth comfortable memories – all reflecting the Singapore Airlines’ brand. The aroma only takes on an exotic tang when accompanied by the colorful beauty of the Singapore Girl.

SIA’s Services Cabins Singapore Airlines got top position in the poll for its website and for comfort, services, and food in all classes. A Class Beyond First In-Flight Services

SIA’s Services Cabin A Class Beyond First In-Flight Services It consists of separate compartments with walls and doors 1.5 m high and is offered only on the new Airbus A380. The leather seat is 35 in (88.9 cm) wide and 23 in(58.42 cm) long. LCD TV screen is mounted on the front wall. The 78 in (198.12 cm) bed is separate from the seat and folds out from the back wall, with several other components of the suite lowering to accommodate the mattress.

SIA’s Services Cabins The New First Class In-Flight Services

SIA’s Services Cabins The New First Class In-Flight Services The First Class on 777-300ER aircraft, features a 35 in (88.9 cm) wide seat upholstered with leather and mahogany and a 23 in (58.42 cm) LCD screen. First Class on Boeing 747-400 aircraft features the SkySuite , a seat that is 22 in (55.88 cm) wide and can extend into a 6ft 6in bed. Selected Boeing 777-200s and all Boeing 777-300 aircraft (used mainly on regional flights) offer sleeper seats that are 21 in (53.34 cm) wide.

SIA’s Services Cabins The New Business Class In-Flight Services

SIA’s Services Cabins The New Business Class In-Flight Services Arranged in a 1-2-1 configuration, the New Business Class is up to 34 in (86 cm) wide. The leather seats feature a 15.4 in (39.1 cm) diagonal screen size personal television, in-seat power supply and 2 USB ports. Traditional Ultimo business class seats, which do not convert into beds, are offered on all Boeing 777-200 (excluding the 777-200ER) and 777-300 aircraft in a 2-3-2 configuration.

SIA’s Services Cabins The New Executive Economy Class In-Flight Services

SIA’s Services Cabins The New Executive Economy Class In-Flight Services Executive Economy Class is only offered on Airbus A340-500 aircraft and replaces the standard economy class cabins. The seat has 37in seat pitch, 20in width and 150° seat recline, with a 9in personal screen and in-seat power supply at selected seats. A minibar and lounge area is located at the rear of each cabin class on the aircraft where light snacks and drinks are offered during the flight

SIA’s Services Cabins The New Economy Class In-Flight Services

SIA’s Services Cabins The New Economy Class In-Flight Services All economy class seats have personal television screens, footrests, adjustable headrests with side-flap "ears" and adjustable seat reclines. Baby bassinets are available at some bulkheads. Economy class seats on Boeing 777-300ER and Airbus A380 aircraft are 19in wide, offer in-seat power and have a 10.6in personal TV.

SIA’s Services CUISINES In-Flight Services

SIA’s Services CUISINES In-Flight Services Singapore Airlines offers World Gourmet Cuisine in all classes. Regional dishes are often served on their respective flights, such as the Kyo-Kaiseki and Shi Quan Shi Mei . Shahi Thali meals available for First Class passengers on flights to Japan, China and India respectively.

SIA’s Services CUISINES In-Flight Services Business and First class passengers may also choose to use the "Book the Cook" service on some flights, where specific dishes may be selected in advance from a more extensive menu. Singapore Airlines has also introduced a Popular Local Fare culinary programme offering Singaporean favourites to passengers in all classes flying from Singapore to selected major destinations.

SIA’s Services In-Flight Entertainment System Singapore Airline's in-flight entertainment system, called KrisWorld , was introduced in 1997. Passengers flying Singapore Airlines Suites , First Class and Business Class receive active noise-canceling headphones. In March 2005, SIA introduced the Connexion by Boeing in-flight Internet service , and the system was extended to offer live TV in June. The service ended in December 2006 when Connexion was ceased by Boeing.

SIA’s Services In-Flight Entertainment System SIA announced that Panasonic Avionics Corporation has been selected to create the new KrisWorld. SIA is providing following common In-Flight Entertainment services in all classes: Widescreen LCD TV with 1280 x 768 resolution . A range of movies, TV, music, games, and interactive programs. Built-in office software, based on the StarOffice Productivity Suite for use with the USB port. In-seat AC power port.

SIA’s Services Ground Services Passengers may check-in between two to 48 hours prior to flight departure. This may be done traditionally over the counter or at the lounge within the airport. Self-service kiosks are also available at Singapore Changi Airport. Online printing of boarding passes is available through internet check-in. Passengers on short trips may also check-in on their return flight upon departure from the city of origin.

Singapore Airlines Fleet Singapore Airlines operates a full wide-body aircraft fleet from four aircraft families: The Boeing 747, The Boeing 777, The Airbus A380, and The Airbus A340. The airline has had a history of naming its fleet according to plane makes: The Boeing 747-400s were dubbed "Megatop". The Boeing 777s were called "Jubilee". The Airbus A340-500s were named "Leadership".

Singapore Airlines Fleet Boeing 747 The Boeing 747 have been the long- range aircraft for the airline since 31 July 1973. SIA was the first to fly the aircraft on a commercial trans-Pacific flight. 9V-SMU, delivered to the airline on 13 October 1993, was the one-thousandth 747 to be delivered by Boeing and was commemorated with the words "1000th Boeing 747" painted on its fuselage.

Singapore Airlines Fleet Boeing 777 Singapore Airlines Boeing 777-300ER (9V-SWA), the first of the -300ER variant to be delivered on 23 Nov 2006. SIA is the world's largest operator of the Boeing 777 family, with 69 in its fleet and another 8 on order and 13 on operation. All of Singapore Airlines' 777-212s are the Extended Range (ER) models; featuring centre fuel tanks for maximum storage.

Singapore Airlines Fleet AIRBUS A380 Singapore Airlines was the first airline to operate the Airbus A380-800. It made a total order for 19 A380s with another six on operation. Singapore Airlines took delivery of a second Airbus A380 (MSN005) on 11 January 2008 and is now the operator of the only two A380s in commercial service.

--- Presented By --- Kuldeep Singh Lalit Pandey Manish Kr. Chaudhary Mayank Batham

Singapore Airlines-Flying High

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