In 2013, SilkAir began its “A Joy to Fly” campaign with a new mission statement, new look and the addition of new services for its customers. The campaign is an extension of SilkAir’s continued dedication to offering the best quality product and services, in line with its mission to be the world’s leading regional airline. In 2016, SIA signed a memorandum with Indonesia’s Ministry of Tourism to promote its “Wonderful Indonesia” campaign, targeting 20 million tourists annually by 2019. As part of the SIA group, SilkAir is dedicated to promoting travel to Indonesia through advertising and campaigns.
SilkAir’s on-board services include wireless entertainment provided by SilkAir studio, allowing passengers to stream a variety of multimedia content directly to their mobile devices. In 2016, SilkAir introduced the All-Time Favourites menu for Business Class customers, a selection of delightful Asian and Western meals hand-picked for passengers’ enjoyment. Passengers can enjoy delicacies such as the signature Singapore Hainanese chicken rice, nasi lemak, Indian mutton masala or the tantalising grilled beef tenderloin. Passengers looking to do a spot of light shopping can browse through the exclusive products offered in SilkAir’s in-flight duty-free shopping magazine. Against limited edition perfumes and colognes to artisan liquors, the SkyShop catalogue offers passengers a wide arrayes of gift ideas and souvenirs, all of the comfort of their seats. The ease of internet check-in with seat selection, check-in facilities for connecting flights and generous budget allowance (30kg) truly makes SilkAir a Joy to Fly.