Singapore Airlines-Flying High

A Great Way to Fly

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

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

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Singapore Airlines-Flying High

by lalitpandey

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