South African Airways Extreme Fares campaign has seen exceptional 2013 figures for the airline in the UK, with income up 70 per cent year-on-year across some channels. The unprecedented improvement in January bookings comes after the recent launch of South African Airways’ focused winter adventure travel marketing campaign.
This witnessed the airline partner with adventurer Charley Boorman for his 4 part TV series Charley Boorman’s South African Adventure, which was broadcast on Channel 5 and exhibited South Africa’s ultimate experiences throughout January. The country was also in the limelight last month on the BBC as a consequence of David Attenborough’s ‘Africa’ show. Both shows generated interest which SAA were able to expolit.
Jon Danks head of UK&I marketing & communications, SAA said: “The integrated campaign ran across key digital, print, and social media channels, anchored to the range of adventures showcased in both shows.
“Our tie up with Charley and Channel 5 presented a cost effective broadcast solution alongside great support from partners such as Lonely Planet and tourist boards from across Southern Africa.”
UK January progress is even more remarkable given that in January last year the airline flew direct to both Johannesburg and Cape Town, since which it has dropped the direct service to Cape Town to focus on its network. The new campaign focused on the wide range of destinations across Southern Africa accessible via SAA’s Johannesburg hub.
The TV show has been hailed a success by broadcaster Channel 5 with nearly 4 million people in the UK watching, in turn engaging with SAA’s brand.