Our top five stories on Routes Weekly this week - subscribe here:

1. Brand awareness key to China Southern’s world-class ambitions
As more Chinese airlines chase new international horizons, increasing brand awareness will be important to success. Tan Wan Geng, president and chief executive of China Southern Airlines, explains that growing brand recognition overseas is high on the agenda for the carrier. Read more.

2. Emirates halts proposed Mexico City service
UAE-based carrier Emirates has dropped plans to operate a fifth freedom flight between Dubai and Mexico City via Barcelona. But the move could prompt Aeromexico to revive proposals for a Barcelona service. Read more.

3. British Airways adds Japan’s second-largest city to network
British Airways is resuming flights to the Japanese city of Osaka after more than two decades. Read more.

4. What are the longest passenger flights in the world?
Singapore Airlines has taken delivery of the first A350-900 ULR aircraft as the carrier prepares to “open a new chapter in non-stop air travel”. So as the carrier prepares to launch Singapore - New York, Routesonline looks at the top 20 longest commercial flights in the world during the third quarter of 2018. Read more.

5. Bulletin board: aviation industry news round-up
This week: Norwegian trims transatlantic services from the UK; KLM adds Vegas but cuts African routes; Ryanair's new French bases; Air France unveils new A330 economy cabins and more. Read more.

PLUS:
Route rundown: KUL-CCU, CTU-CAI, BWN-NRT
Lufthansa plots Asia growth from Munich
Image gallery - highlights from World Routes 2018
Air Senegal firms up Paris plans
No-deal Brexit 'could disrupt flights', UK government warns
Industry insight: Can tourism ever be sustainable?
Air France to deploy Airbus A380s on additional US route
Airline operators welcome Nigeria Air suspension