SAA UK & Ireland Reports Record Start to Year

SAA UK & Ireland Reports Record Start to Year

South African Airways’ ‘Extreme Fares’ campaign has seen record January 2013 figures for the airline in the UK, with 
revenue up 70% year-on-year across some channels.

The unprecedented growth in January bookings follows the recent launch of
 SAA’s targeted winter adventure travel marketing campaign. This saw the airline partner with adventurer Charley Boorman for his recent 
four-part TV series ‘Charley Boorman’s South African Adventure’ that
 aired on Channel 5 and showcased South Africa’s ultimate experiences
 throughout January.

The country was also in the spotlight last month on the 
BBC thanks to David Attenborough’s ‘Africa’ show. Both shows generated 
interest that SAA capitalised on.

South African Airways Logo

Jon Danks, Head of UK & Ireland Marketing and Communications, 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.”

SAA’s UK January growth is even more impressive given that in January last
 year it flew direct to both Johannesburg and Cape Town, since when 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 four million people in the UK 
watching, in turn engaging with SAA’s brand.

Gary Kershaw, SAA’s General Manager UK & Ireland, said: “The campaign was 
another stage in SAA re-positioning the brand in the UK following our 
re-launch last October. It had an immediate effect on bookings, with SAA’s 
UK online revenue 70% higher during the January campaign period, 
alongside some strong reported numbers through our trade partners.”

Last October Gary Kershaw unveiled a new commercial and marketing team to 
lead the airline forward in the UK and Ireland, which included many high profile 
individuals with several decades of combined experience working in the 
aviation industry, including Liam Quinn, Business Development Manager; Jon 
Danks, Head of UK Marketing and Communications; and Stephen Gerrard, 
Commercial Manager.

Gary added: “I am delighted with our start to
 the new year. We set a goal to be the best aviation commercial team in the 
UK & Ireland bar none and the new team are working hard to build key relationships to 
put SAA firmly back on the map.”

Click to add a comment

Leave a Reply

Your email address will not be published. Required fields are marked *


NEIL STEEDMAN has been a trade journalist, copywriter, editor and proofreader for 50 years, and News & Features Editor for ‘Irish Travel Trade News’ for the past 40 years.

More in News

Aer Lingus Seattle

Aer Lingus Launches Super-Low Stateside Fares

Michael FloodMarch 17, 2018
John Spollen, Cassidy Travel, receives the ITTN Industry Achievement Award

John Spollen Nominated Unopposed for ITAA President

Michael FloodMarch 16, 2018
Hainan Airlines A330-300

Hainan Airlines to Fly Non-Stop Dublin-Beijing

Michael FloodMarch 15, 2018

Aegean Airlines and Dublin Airport Host Trade in Cooks Academy

Michael FloodMarch 15, 2018
Happy St Patricks Day from ATTS

Happy St Patrick’s Day from ATTS

Michael FloodMarch 15, 2018
Emirates New B777-200LR Business Class

Emirates Unveils More Spacious Business Class Seats on B777 Aircraft

Neil SteedmanMarch 14, 2018
Job Opportunities

World Travel Centre Seeks Operations Manager

Neil SteedmanMarch 14, 2018
Eurowings Boomerang Club

Hertz Enters Global Partnership with Eurowings

Neil SteedmanMarch 14, 2018
WTM London 2017

WTM London Announces New 
Exhibiting Area for Marketing and PR Professionals

Neil SteedmanMarch 14, 2018

Copyright © 2016 Belgrave Group Limited, C4 Nutgrove Office Park, Nutgrove Avenue, Rathfarnham, Dublin 14, Ireland