Mango was this year again recognised as the coolest low cost airline in South African skies at the Generation Next awards in Johannesburg this week. The airline, overall second to South African Airways, pipped its budget peers to pole position in the annual survey of 5800 young South Africans. In 2009, Mango was also ranked coolest low cost carrier.
Thrilled Mango CEO Nico Bezuidenhout says that the youth market remains one of the most important brand seeding platforms for any business. “Brand loyalty, engagement and perceptions are formed early,” he says, “and this is the point where future influence over purchase decision making is founded.” Coolness is about more than just advertising, it’s about the innate culture of a business, what a brand represents and certainly, today, the many layers available to engage and communicate with people.”
Mango has focused much of its energy into innovation; not only through its payment channels and wide distribution network but also through its communication. Mango has embraced social media as a medium to talk directly to our customers and share in the conversation with platforms on Mxit, Facebook, Twitter and a new blog. The airline’s online presence has attracted a community of thousands. Many from the youth market segment.
“Mango is an airline of firsts,” says Bezuidenhout, “first to accept Edgars and Jet retail account cards, offer bookings through Shoprite, Checkers and Checkers Hyper Money Market Counters, first in social media and the first airline to implement a green fee among others. That is what we are about: Innovation. To my colleagues and I, that is what makes it cool working at Mango. This culture, I believe, mirrors outward.”
Johannesburg: Mango CEO Nico Bezuidenhout, speaking at the United Nations World Tourism Organisation Summit on Tourism, Sport and Mega Events announced today that low cost carrier Mango has signed an agreement as a founding member of global organisation Live The Deal. The organisation’s goal, to help implement commitments noted in December 2009’s Copenhagen Climate Accord and promote the concept of a Green Economy through quadruple bottom line corporate governance – economic, social, environmental and climate. (www.livethedeal.com) South Africa is a signatory to the Copenhagen Accord. Live The Deal was launched in Copenhagen with the support of the United Nations World Tourism Organisation.
“The key to combating climate change is to positively influence behaviours,” says Bezuidenhout. “A greener, sustainable social and commercial future depends on more than simply planting trees as token carbon offsetting. The challenge is much more fundamental. Mango joins the Live The Deal initiative as a founding member to contribute in influencing change, in particular the travel industry, and broadly among our Guests.”
Aviation is responsible for approximately 2% of the total global carbon emission count, he says. Yet, the vital role that aviation plays in economic development presents a dichotomy of principle. “It is therefore key that aviation plays a substantial role addressing environmental imbalances. This is why Mango deems it critical for all role players in the industry to consider their contribution to change.” Presently Mango’s per passenger carbon footprint is the lowest in the South African skies.
Mango will, from 1 April, implement a R2,50 per sector “green fee” on all its flights. Bezuidenhout says that while this does not accurately monetize a per person carbon footprint of a typical domestic flight, “that it’s a start, and the beginning of a medium to long term rollout that will see Mango flights become carbon neutral within the next 5 years.”
Live the Deal director Geoffrey Lipman lauds Mango’s participation. “It is inspiring to welcome a South African airline as a founding member of this initiative. It is through proactive interventions and participation that we will make a difference to our collective future.”
Initially, funds raised through the “green fee” will be channelled to sustainable development projects that reduce our collective carbon footprint throughout the country as well as the propagation of public awareness. Initiatives will be regularly reported on www.flymango.com
“The aircraft type that we operate, new generation Boeing 737-800 aircraft are already some of the most sky-friendly today, with fuel consumption and emissions up to 30% greener than that of ageing fleets of some competitors. We understand that, in a carbon constrained world, we need to invest now to ensure that we do not end up with stranded assets if and when the regulatory and legislative frameworks within which we operate change to reflect the renewed international urgency to tackle climate change. And equally important, to meet our responsibilities towards future generations” says Bezuidenhout. On the ground, Mango will also implement across the board recycling programmes and work with all its suppliers and partners to join the airline in greening operations. “By 2015, when one purchases a flight on Mango, the trip should be fully carbon neutral.”
About Mango:
- Mango is a founding member of Green Earth Travel / Live The Deal.
- Mango was launched in October 2006 as South Africa’s first globally benchmarked Low Cost Carrier. Mango’s first flight departed on November 15, 2006.
- Mango operates four fuel efficient, new generation Boeing 737-800 aircraft with a seat capacity of 186 Guests per flight.
- Mango currently flies between Johannesburg and Durban, Johannesburg and Cape Town, Bloemfontein and Cape Town and Durban and Cape Town.
- Mango presently tops all domestic airlines in terms of its on-time performance over the past 14 months.
- Mango has led the industry with innovations that include a wide distribution strategy with bookings available online (www.flymango.com) , through its call centre (08611 62646), Checkers, Shoprite and Checkers Hyper Money Market Counters, travel agents, My Market (corporate). Through its website, Mango also accepts the widest variety of payment methods, including most major credit cards, Edgars and Jet account cards, online debit transfers, FNB Cell Pay Point and Nedbank N-Pay transactions.
- Mango Plus is a business travel product to deliver affordable business travel and includes Bid Air Premier Lounge access, 10kg additional check in luggage, same route flexibility sans penalties and R 40 on board refreshment vouchers. Mango Flex delivers same route flexibility but excludes the frills.
About Live The Deal:
Live the Deal is a not for profit initiative launched during the Copenhagen Climate Summit.
Its goal is to help all Travel & Tourism stakeholders match the carbon reduction commitments of their respective governments under the Copenhagen Climate Accord.
It will support stakeholders to better understand carbon reduction opportunities and the important role of Travel & Tourism in the overall transformation to the green economy. It features simple web based sign up, useful information flows, good support and open partnership outreach. It will also feature video and live entertainment support.
The campaign recognises and addresses the general complexity of measuring, disclosing and reducing carbon emissions as a barrier to engagement and will directly support improved industry performance in this area.
The campaign will support both national and international efforts to address emerging and short term impacts of emissions based climate change. It will work collaboratively with existing interest groups, NGOs and sector leaders to promote carbon reduction.
It is endorsed by a growing number of Industry Organizations – including the World Tourism Organization (UNWTO); Pacific Asia Travel Organization (PATA); International Hotel & Restaurant Association (IHRA).
Its Director, Professor Geoffrey Lipman has held senior positions in the travel industry and has been a leading green tourism advocate since the Rio Earth Summit It is supported by A global network of public and private organisations as well as industry, academia and media is being assembled to support this initiative along with experts in climate change,development, new technology and investment.
Mango partners with tourism ministry for united nations world travel organisation (unwto) summit on tourism, sport and mega events, 24 - 26 February
Johannesburg: Mango CEO Nico Bezuidenhout announced today that Mango has partnered with the Ministry of Tourism for the United Nations World Travel Organisation Summit on Tourism, Sport and Mega Events scheduled for 24-26 February at the Sandton Convention Centre. The inaugural summit will provide a forum for debate and discussion viz-a-vis the leverage and growth of mega-events around the world. This on the eve of the 2010 World Cup. South Africa has fast become a sporting and mega-event hub on the world stage.
“Last year’s Lion’s tour, preceded by the IPL and before that several large-scale international events, significantly impacted our bottom line,” says Bezuidenhout. “One can only imagine the up and downstream benefits these events delivered to the South African economy.” He says that, while in many ways a litmus test for South Africa, he expects the country to pass with flying colours when we host the 2010 World Cup in June and July this year. “The stage is set and the international community will be inspired by the African World Cup, and the over-achievement that our country will deliver.”
Bezuidenhout says that South Africa’s infrastructure, including new stadia and other facilities event landscape like Durban’s ICC and Sandton and Cape Town’s Convention Centres among others, its transport infrastructure and well developed hospitality industry has positioned the country well to continue hosting mega events. “The ongoing, positive economic and social impact of hosting such events cannot be discounted,” he says. “Tourism is a vital source of employment, national revenue generation and investment. Events such as the World Cup this year provide platforms for recovery from the recession.”
“It is important that South Africa considers its position on the world stage,” says Bezuidenhout, “and align our thinking, act as a collective in the interests of our country.” He says that Mango plans to continue its partnership with the Ministry of Tourism and forge more relationships where the airline will be able to act in the interests of the country, assisting in developing the market. “Low cost travel has seen global growth of 10% last year, despite a worldwide recession, with a greater move to affordable air travel expected. Low cost airlines will play an increasingly important role in the development and growth of tourism sectors worldwide.”
Bezuidenhout, who will speak at the WTO Summit on Tourism, Sport and Mega Events met with Tourism Minister Marthinus van Schalkwyk late last year to explore avenues of collaboration.
Low
cost airline Mango reported today that the airline achieved load
factors averaging 96% over the December 2009 holiday period and it also
reported a median 3% increase in traveller numbers during the 2009
calendar year versus 2008 numbers. In addition, the airline says that
it’s experienced a surge in travel interest since the World Cup Cape
Town draw early December last year.
An
upbeat Nico Bezuidenhout, Mango CEO, says that the airline’s festive
season figures, coupled with the annual growth in numbers, is a
consequence of both travellers trading down to low cost air travel and,
ultimately, the continued growth in the number of South Africans that
opt for air transport. “I believe that the affordability of air travel
caused by healthy market competition continues to stimulate the market,
despite the recession.” He says that the increased pricing pressure
airlines experienced as a consequence of the slowed economy contributed
to this upward movement in the low cost sector.
“Airlines
are under great pressure to maintain affordable pricing in a declining
market with conditions increasing the competitive nature of the sector.
Aggressive pricing has seen airline average fares decline somewhat,
but, in our case, it has had the positive impact of increasing load
factor medians.” Bezuidenhout remains confident that the
industry will assume sustained growth by the third quarter this year.
Following the World Cup draw in
Cape Town on December 4 last year, Mango also experienced a surge in
enquiries and bookings for flights during the tournament. “The majority
thus far have been from tour groups,” says Bezuidenhout, saying that
over and above scheduled bookings, a significant number of late night
charters have been secured. “It seems travel between matches and home
bases apply as much to teams as it does to fans.” He expects the trend
to continue saying that Mango will announce additional scheduled
capacity soon.
Mango,
UNICEF and Supersport’s Let’s Play this week announced its partnership
to raise funds for the organisations’ work in youth development through
sport initiatives. The association will see Mango fundraise for UNICEF
and Let’s Play through its website, allowing airline Guests to
contribute R 10 toward various initiatives. The initiative is Mango’s
second foray into sport development initiatives; the airline also
collaborates with car rental partner Tempest to provide under
privileged schools with soccer kit and hosts tournaments as part of the
Dreamfields (www.dreamfields.co.za) project. To date, 52 schools have
benefited from this association.
“Mango
has committed itself to the development of our youth,” says CEO Nico
Bezuidenhout, “and sport, in particular soccer, with its universal
appeal, holds the greatest potential to inspire and contribute to the
development of tomorrow’s leaders. Organisations like Dreamfields and
UNICEF / Let’s Play contribute significantly to society and as an
airline for all the people of South Africa we lend our support to such
proactive and positive initiatives.” The airline and UNICEF will report
back regularly through in flight magazine Mango Juice to highlight the
positive results of Mango Guest’s contributions.
"UNICEF
is proud to be associated with such an innovative partnership. We hope
that Guests on Mango will give generously to sports for development
programs that will change the lives of children across South Africa, in
our most disadvantaged communities. UNICEF views sport as a tool to
uplift young people, to encourage positive and healthy lifestyles, and
to encourage behavior change particularly in the areas of HIV awareness
and prevention, and to discourage gender based violence. For this
reason Mango Airlines is an important and strategic partner for UNICEF
and we look forward to an exciting and sustainable partnership with the
company,” says Malathi Pillai, Deputy Representative, UNICEF South
Africa. (www.unicef.org/southafrica)
The
Mango, UNICEF and Let’s Play fundraising campaign launched on Mango’s
website on 25 May and officially the partnership was announced today.