Atlantica - 01.09.2002, Qupperneq 7

As the world prepares to mark the anniversary of the
events of September 11th last year, Icelandair finds
itself looking back on much of what has happened
during the past 12 months from a rather different
perspective than most other scheduled airlines.
For, despite a 20% fall in overall passenger volume
during the first six months of this year compared to
the same period last year, Icelandair's financial per-
formance for the first half of 2002 represents the
company's best result in decades.
This outstanding improvement in performance can
be attributed to a number of factors. Faced with the
same downturn in traffic and changes in market conditions as other airlines in the
immediate aftermath of the events of last autumn, Icelandair implemented a major
reappraisal of its entire operation. Among other things, this involved a reduction in
passenger capacity; mainly on those routes with a high proportion of transatlantic traf-
fic which showed the weakest profitability.
At the same time, the company has succeeded in maintaining its more important
tourist traffic to and from Iceland. And although business class traffic has fallen, the air-
line has succeeded in cutting its capacity and costs at an even faster rate.
While the management of Icelandair looks back on these results with great satisfac-
tion, we realise that achieving them would have been impossible without the help of
our two greatest assets: our staff, whose untiring efforts have helped the company
through a time of great difficulty in its history, and you, our customers, who have
declared your support by flying with us. We hope you will continue to do so in the
future.
Enjoy your flight, and thank you again for choosing Icelandair.
A T L A N T I C A 5
Sigurdur Helgason, President and CEO, Icelandair
ICELANDAIR IN-FLIGHT MAGAZINE
Head Office, Advertising:
Heimur Ltd.
Borgartún 23
IS-105 Reykjavík
Iceland
Tel: (354) 512 7575
Fax: (354) 581 8646
Iceland@icenews.is
www.icelandreview.com
Overseas Advertising
Representatives:
DENMARK:
Jungersted og Brostrøm
Allégade 8F
DK-2000 Frederiksberg
Denmark
Tel. (45) 33 22 20 20
Fax (45) 33 22 99 59
SWEDEN:
SAS Media AB
Gävlegatan 18 B
S-113 30 Stockholm
Sweden
Tel. (46) 8 797 03 00
Fax (46) 8 728 85 38
UK:
JB Nordic Media Ltd.
20-28 Dalling Road
Hammersmith
London W6 0JB
England
Tel. (44) 181 742 6644
Fax (44) 181 563 7026
BENELUX:
Media Partners
Stroombaan 4
NL-1181 VX Amstelveen
The Netherlands
Tel. (31) 20 547 3600
Fax (31) 20 647 5121
FRANCE:
Inflight Media Marketing (IMM)
63, rue Sainte-Anne
F-75002 Paris - France
Tel. (33) 1 44 55 08 02
Fax (33) 1 42 97 95 10
GERMANY:
MP International Media Service GmbH
Buchardst. 17
D-20095 Hamburg
Germany
Tel. (49) 4 3252 6648
Fax (49) 4 3252 6640
JAPAN:
U. I. Media Service Inc.
1-22-23-306
Ebisu, Shibuya-Ku
Tokyo 150
Japan
Tel. (81) 3 5449 4909
Fax (81) 3 5449 4907
Onwards and Upwards
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