SilkAir Strengthens its Position

SilkAir Strengthens its Position as Asia's Preferred Leisure Airline - Enhanced customer-driven service offerings aimed at providing the ultimate travel experience

To further consolidate its position as one of Asia's leading regional airlines, SilkAir has unveiled a new brand strategy targeting the leisure travel market as reflected in its new tagline, "Where the World Unwinds".

The tagline represents the choice of many leisure destinations that SilkAir offers, and the outstanding service quality provided to holiday makers by its efficient ground service and friendly in-flight service.

Supported by a two-year campaign costing close to NZD$3.2 million, this initiative paves the way for a host of enhanced service offerings that combine strong customer-focused values and a complete relaxation philosophy to deliver the ultimate holiday travel experience. To this end, SilkAir is placing significant emphasis and effort towards human resource training to guarantee a high level of customer satisfaction and efficient service delivery processes.

With 90 per cent of its sales derived from leisure travelers, SilkAir aims to become Asia's preferred leisure airline with a strong focus on providing a safe, refreshing, endearing yet affordable travel experience.

"SilkAir's new brand campaign reflects our dedication to provide holiday makers a relaxing, unwinding and liberating travel experience," said Mr. Subhas Menon, Chief Executive. "Holiday makers will be able to enjoy our extensive range of exotic holiday destinations, and experience our renown friendly, efficient and flexible services. We want to make every journey a memorable one."

SilkAir currently operates 119 weekly flights to 26 exotic destinations in Indonesia, China, Thailand, Cambodia, Bangladesh, Malaysia, Philippines, India and Myanmar, but plans to increase its flight frequency and expand its route network to more cities in China, India and Indo-China.

To support this growth strategy, SilkAir will expand its aircraft fleet, which has an average age of 35 months, to sixteen (16) by 2006, with the acquisition of four (4) A320 and two (2) A319, averaging one (1) aircraft per year.

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