The organisational purpose and strategic positioning “catalyst for African Growth” underpins all South African Airways marketing communication.
Following review of the Business Strategy and adoption of a Communication Strategy, we assisted the airline in developing a Go-To-Market Strategy (GTM) We helped the airline define a clear and attainable Value Proposition. We segmented the target market, defining each criterion and outlined how each group fits into the value proposition.
We then developed key deliverables and actions for each target audience group and outlined activities for 2016-2017.
Various channels (including experiential and direct marketing) were outlined. We also developed a specific calendar of events to assist the airline in identifying potential days of interest as so to develop tactical promotions and specials.
The film served as a mantra and strong motivator, celebrating SAA as the impetus to “fly you to your next beginning”. The campaign elements included print, digital banners, airport branding, tactical placements Sawubona magazine, radio and outdoor.
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