A week prior to commencing operations between Lanseria and Cape Town, low cost airline Mango was recognised as the Coolest Domestic Low Cost Airline for the third successive year in the Sunday Times Generation Next Brand Survey 2011. The annual poll measures brand consciousness and loyalty amongst South African youth.
“We are thrilled to be recognised as the number one brand among young consumers,’ says CEO Nico Bezuidenhout. “The youth market not only represents a future market but also, as we have seen, Generation Y’s spending power is significant – thus in present terms being ranked as a favourite brand within this market segment is exceptionally important to us.’
Bezuidenhout believes that the airline’s communication strategy, which includes a large social media component, has paid dividends. “Engagement across all available media channels, in particular through our blog, Facebook and Twitter, empowered the brand to initiate direct two way conversation with our Guests. Social media platforms, in turn, reach a large segment of the youth market.’ Much of the airline’s success amongst the youth may be ascribed to this, he says.
Mango’s brand intrinsic encapsulates energy and youthfulness, he adds, a brand character that resonates across generations.
Last year the carrier was awarded Superbrand status and in March awarded Gold PRISM awards for its Corporate Communication and Social Media exercises.