FlySafair: The most on-time airline in the world

FlySafair, a low-cost airline, used a key message and consistency to drive credibility and awareness in South Africa.

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...

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