| Why the Re-brand? |
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Launching SA Express’ new brand effectively means taking our airline to the next level. Close to 16 years ago, South African Express took to the skies, with the main objective to feed and de-feed the National carrier and to connect secondary hubs to primary hubs. The pay-off line “We’ve Got Good Connections” was adopted in line with the strategy of those early years. That payoff line is still valid and remains a core part of our business. South African Express’ footprint expanded at the dawn of our country’s new democracy. And as we made the transition from the old South Africa, embracing the concept of a rainbow nation, our airline also took on an identity which represented the country’s new outlook. So, in addition to having convenient connections, we then took our product one step further by striving to offer seamless end-to-end service excellence from the time our customers make their bookings, to the time they disembark at their destination. “Expressing Excellence” is the pay-off line currently recognised by our customers and employees. In the past few years, we have worked extremely hard, especially against all global economic challenges, going on, to record growing profits and meeting our mission of being the most successful regional airline whilst optimising profits. South African Express has enjoyed the benefits of association with the national carrier but part of our long term strategy is to increase our regional footprint and grow in the region and for that we needed a brand that:
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