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South African Airways

After a five-year hiatus due to apartheid, the US reinstated air travel to South Africa in 1991. In the subsequent years, South African Airways was affected by travelers' lingering negative perceptions of the nation.

A new campaign was needed to market both business and leisure travel to South Africa. Since 1997, Ruder Finn has worked with the airline to rebuild its image and highlight the carrier as the only provider of non-stop service between the US and South Africa. Additionally, Ruder Finn wished to garner media coverage of South African Airways' expanded service and destinations, highlighting the airline as the "new national carrier of a new South Africa."

 

 

OBJECTIVES

• Represent South African Airways (SAA) as the carrier of choice for business and leisure travelers.
• Raise awareness of the airline's unparalleled services and facilities, positioning SAA as a leader in the aviation industry.
• Develop and implement public relations activities designed to produce feature exposure highlighting the unique experience of flying with South African Airways.
• Conduct activities and programs to generate interest and awareness of the airline's new livery, expanded route schedule, and enhancements to its established fleet.
• Heighten awareness of SAA as a goodwill ambassador that embodies the heart and soul of Southern Africa, and one that appeals to today's generation of business and leisure travelers.

PROGRAM

• Maintained a national SAA News Bureau servicing the media with timely and consistent information for feature coverage.
• Conducted high-profile consumer, trade and business programs designed to establish SAA's positioning and underscore key selling messages.
• Initiated promotions to ensure exposure that generates excitement, drives business, and adds value to the SAA experience.
• Researched opportunities to cross-promote various SAA products (wine, dining, in-flight entertainment, awards, personnel, event sponsorship, etc.) to result in extended reach.
• Planned and executed group and individual media visits to promote major feature stories in key publications.
• Worked in liaison with SATOUR, South African Tourism Board, to tap into its public relations programs and related activity.

RESULTS

• South African Airways has been dubbed in the media as the official carrier of a "new" South Africa.
• South African Airways is now perceived as a leading global operator between North America and South Africa.
• Coverage has stimulated travel interest for both business and leisure travelers, projecting South African Airways as the only carrier to fly when traveling to the newest destination of choice.
• Ruder Finn continues to represent the airline today, helping to build awareness of new destinations and service enhancements.