It started on May 1, 1947, with Malaysian Airways Limited’s maiden flight taking off from Singapore’s Kallang Airport. 25 years later the company separated into two entities; one named Singapore Airlines, which became a trendsetter in the world of aviation.
In May, Singapore Airlines marked 70 years of continued innovation and service; and if judged solely based on reputation for excellence, the Airline lands near the top. What started as a simple twin-engine, five-passenger aircraft operating three flights a week – to Kuala Lumpur, Ipoh and Penang – now flies to 327 destinations in 80 countries.
Operating from its hub at Changi Airport, Singapore, the Airline now sports 107 aircraft in its fleet, including the latest and modern aircraft. On October 25, 2007, Singapore Airlines made history by becoming the first to fly the Airbus A380, the world’s largest passenger plane. It has grown into a strong brand, endearing itself to many loyal customers with a wholesome and modern image.
The most visible aspect of the Singapore Airlines image is the ‘Singapore Girl’; dressed in beautifully designed sarong kebaya, they have become the face of the company, exemplifying grace, hospitality, and efficiency. It is perhaps also the face of world-class service, embodying the company’s core values of excellence, customer focus, safety, integrity, care, and teamwork; providing beacons in its efforts to reposition and transform the company to meet future challenges.
Under the overarching theme of “Proud History, Bright Future”, the Airline is holding a number of special activities to commemorate its 70th anniversary. The official 70th logo would appear in a number of memorabilia at KrisShop.
The commemorative activities would see various fundraising events, in support of charities under the Community Chest of Singapore. Some of the events include the SIA Family Day, which would bring together current and former employees and their families, with the objective to engage staff and encourage bonding between them and their families. It would feature tours such as the Junior Cabin Crew Experience and the Flight Simulator Tour as well as a carnival with a host of activities, games and stage performances.
The Family Day, held May 20, saw the launch of the 70th-anniversary commemorative book. The book – a collaboration between SIA and Strait Times Press – chronicles its milestones over the past seven decades and tells the stories of the people behind its flight to success. It also includes interviews with SIA staff; past and present.
Another exciting event would be the SIA Charity Run, slated to be held on October 8. With the aim to engage staff members and the general public, the charity run would feature 5km and 10km categories, in addition to a Corporate Challenge.
The culmination of the celebrations would come in the form of the SIA Charity Gala Dinner – an exclusive event on October 13. The gala dinner would see award-winning chefs from SIA’s International Culinary Panel (ICP) serving up an exquisite selection of gourmet dishes created especially for the occasion. Other highlights of the events would include the Cabin Crew’s Performing Arts Circle and an auction of specially curated items.
Singapore Airlines is also working with National Geographic to produce a TV documentary that centres on SIA’s history, service philosophy and new developments. It would feature both behind-the-scenes and historic footage, giving viewers a glimpse of the business and the people behind SIA.
The airline would also conduct a social media campaign, inviting users to post content on their past experiences and memories with the airline. KrisFlyer members – the frequent flyer programme of Singapore Airlines – would be offered incentives to share their SIA stories, which would be published in the online travel magazine, SilverKris.
Singapore Airlines’ KrisShop also brought out a new range of merchandise inspired by its Asian heritage to commemorate the 70th anniversary, including co-branded products with several brands. Limited edition co-branded merchandise include; Swarovski pens, Pashma scarves, Moleskin notebooks, Tumi cabin and carry-on bags, Precious Moments doll figurines with birthday cakes and Carrie K. accessories.
The past seventy years has seen Singapore Airlines setting many a number of milestones and feats. In May 2015, the airline operated the first ever charity flight on the Airbus A380, treating more than 300 beneficiaries to a three-and-a-half-hour flight.
A Singapore Airlines Airbus A380 also took part in an aerial flypast to commemorate Singapore’s 50th National Day. The leader in innovative services made its first intercontinental journey from Singapore to London in 1971, and 70 years after its inception, it is ‘a great way to fly’.