singapore flying high

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Atatürk International, opened in 1924, is the major international airport in Istanbul, Turkey. With total passenger traffic of 32 million for the year 2010, it is among the top 40 airports in the world in terms of total passenger traffic and the 16th busiest in the world in terms of international passenger traffic. It was Europe's 8th busiest airport in 2010.

On December 15, 2010, Singapore Airlines was announced by the International Air Transport Association as the world's second largest airline in the world by market capitalization with a worth of 14 billion US dollars

Singapore Airlines was the launch customer of Airbus A380, currently the world's largest passenger airliner

In 2010, the Singapore Changi Airport handled 42,038,777 passengers. This made it the 18th busiest airport in the world and the fifth busiest in Asia by passenger traffic in 2010.

As all passenger traffic out of the airport is international in nature, the four major terminals in operation are equipped with immigration-processing facilities for international travel.

The airport was one of the largest single development projects in Singapore's history. Led by PSA chairman Howe Yoon Chong, land-reclamation works involving over 52,000,000 square metres (559,700,000 sq ft) of landfill and seafill began in June 1975, even as the airport at Paya Lebar was still in the midst of expansion works.

The Singapore Airlines Group employed a total of 29,457 staff members at the end of the fiscal year on 31 March 2007.

The parent airline itself employed 13,942 (47.3%), of which there are 2,174 pilots and 6,914 cabin crew.

Stewardesses, known as the Singapore Girls, are heavily marketed as the airline's icon

Branding and publicity efforts have revolved primarily around flight crew, in contrast to most other airlines, who tend to emphasize aircraft and services in general.

In particular, the promotion of stewardesses known as Singapore Girls has been widely successful and is a common feature in most of the airline's advertisements and publications

Dressed in a version of the Malay Sarong Kebaya designed by Pierre Balmain in 1968 the uniform of the Singapore Girl has remained largely unchanged. Stewards previously wore light-blue business jackets and grey trousers.

Since June 2008, this has been redesigned by Christophe Galibert, artistic Director of Balmain Uniformes.

The new steward's uniform now features a single-breasted navy blue suit (jacket and trousers), a sky blue shirt and different coloured striped ties. The tie colours differentiates the four ranks of crew.

Although a successful marketing image for the airline, the "Singapore Girl" emphasis received criticisms for its portrayal of women as subservient to males.

Feminist groups say that its cultural references are outdated and that most Singaporean women today are modern and independent.

Text: InternetPictures: Sanda Foişoreanu (slides 11,40 Ioan Mara)

Presentation: Sanda Foişoreanuwww.slideshare.net/michaelasanda

Sound Byron Stingily - Flying High