ABOUT

At the end of February 2017, Flysafair signed an multi million Rand deal to become the domestic airline carrier of The Springboks and SARU (South African Rugby Union). In case you've been living under a rock or don't watch rugby, The Springboks are South Africa's pride and joy, a rugby team that united a divided post-apartheid nation by winning the 1996 Rugby World Cup.

FlySafair's rationalisation in procuring this sponsorship deal was to show that we can be entrusted in looking after the nation's pride and joy and to reiterate to the public that we are not going anywhere, we are not closing our doors and we can be trusted.

Brand Development: The messaging comes through beautifully in the copy we crafted to emphasise trust, pride, honour, patriotism and what a big deal this truly is. Now the challenge, how do we join two very distinct brands together. This news is also so big that I felt it needed a real punch, andboy who would have thought that amalgamating two colour paletts, showing this very exciting union between 2 brands, could do just this. With the subtle hint of using the springbok and using the shapes created to make up the springbok, this defining look and feel was born.

The launch: A press and staff launch was held on the 29th of August in the FlySafair Hangar where the new livery that incorporates the union of the 2 brands revealed. As well as a public launch in the form of radio, a digital roll out as well as billboards in Johannesburg and Cape Town.