South Africa’s national airline, SAA, returned to the skies after several months’ hiatus. Driving awareness of the FlySAA restart on different local and regional routes. We needed to break through market prejudices and negative sentiments that had affected the brand as documented in the media.
We ran awareness and conversion-based campaigns on various radio, digital and social media platforms. We negotiated the best deals for the Client and ran homepage takeovers on some of the country’s most prominent news websites, including Times LIVE and News 24. Our dynamic Google campaign drove significant conversions in the form of flight bookings and substantial ROI.
We also ran radio campaigns on multiple national, regional and community radio stations, with significant discounts and added value.
The campaign generated walkability on social media and radio, with many people voicing their sentiments on the return of SAA. The brand is still.
Despite SAA’s hugely damaging media exposure, which affected consumer confidence, the rand being at an all-time low, and a new, hyper-low-cost carrier (Safair) entering the market, organic traffic increased by 15% to deliver more visitors and high-converting customers.