South African Airways Takes to the Skies

Following significant business challenges and a temporary halt in operations, South African Airways (SAA) needed a compelling positioning campaign to announce their return to the skies and re-establish themselves as the premier choice of airline. I developed an omnichannel campaign strategy centered on the insight that those who choose SAA are discerning travelers who recognize its excellence. Our resulting campaign messaging became "The Ones Who Know Fly SAA."

Key Contributions:
Positioning Strategy: Crafted a positioning strategy that highlighted SAA as the best choice for knowledgeable and discerning travelers.

Messaging Agility: Ensured the messaging was versatile, effectively conveying trust and the premium benefits of SAA across various channels and occasions.
Campaign Development: In conjunction with the creative team, developed the "The Ones Who Know Fly SAA" campaign, emphasizing trust and the unique benefits of flying with SAA.

Omnichannel Rollout: Guided the successful rollout of the campaign across multiple channels, including TV, radio, digital, out-of-home (OOH), and print.

Results:
Brand Repositioning: Re-established SAA as a premium airline choice, enhancing its reputation and appeal among travelers.

Market Engagement: Increased consumer trust and interest in flying with SAA, leading to a stronger market presence.

Versatile Messaging: Achieved consistent and impactful communication of SAA's value proposition across all products and channels, reinforcing its status as the airline of choice for those in the know.