“SAA is here to stay” was a strategic communications campaign aimed at restoring public confidence in South African Airways (SAA) as a stable, competent and proudly South African national carrier. The campaign launched shortly after the collapse of the strategic equity deal with the Takatso Consortium in March 2024, which had left SAA vulnerable to renewed public scrutiny and media negativity.
The result: SAA didn’t just survive; it re-entered the public imagination as a resilient national asset, flying with purpose and transparency.
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