The airline said the launch of its ‘Extreme Fares’ promotion alongside Charley Boorman’s television show and the BBC Africa series had seen revenue up 70% year-on-year online. Its trade bookings also saw a boost following its new marketing and commercial team announced late 2012.
Its campaign focused on its direct route into Johannesburg and onward connections after dropping its London-Cape Town flights last year.
“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,” said Gary Kershaw, general manager UK & Ireland at SAA.
“We set a goal to be the best aviation commercial team in the UK bar none and the new team are working hard to build key relationships to put SAA firmly back on the map,” he added.