FlySafair: A bold move to boost COVID-wrecked tourism

FlySafair, the low-cost airline, attempted to re-stimulate travel after the pandemic in South Africa.

Overview: Innovative thinking

How can a brand garner public support for a proposed Act amendment, after decades of South Africans doing one thing a particular way?

The travel sector was one of the industries hardest hit by the COVID-19 pandemic. Travel bans and limits on movement between 2020 and 2021 saw 1,000s of airplanes grounded. In fact, according to the Tourism 2020 report released by Statistics South Africa, foreign arrivals dropped by a staggering 71% in 2020. And this sharp decline had a knock-on effect on revenue and jobs.

As lockdown restrictions eased in South Africa and industries started their...

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