Launching Amid A Scourge of Low-Cost Failures
When FlySafair launched in South Africa in October 2014, it was immediately met with a monumental challenge.
With the exception of Kulula and state-backed Mango, the low-cost carrier market in South Africa had almost become synonymous with failure. It seemed that every time a new player entered the market, it was only a matter of time before it ended up going down in a blaze of glory, more often than not leaving hundreds of passengers stranded in its wake.
From Velvet Sky to 1time, Skywise and Fly Blue Crane, low-cost failure was a local tragedy on constant repeat.
Though Safair, the company behind FlySafair, had actually been in operation for over 50 years, this was not necessarily something that people knew about.
Overcoming Overwhelming Scepticism
South Africa's low-cost history set the scene for a colossal communications challenge for new entrant FlySafair.
Travellers were tired of being burnt. And while consumers might reluctantly be willing to try new low-cost players, travel agents and their corporate clients were certainly not.