South African Airways (SAA), the national carrier of South Africa, will through its partnership with Miss South Africa, another legendary brand on the South African landscape, unlock brand ambassador opportunities.
Miss SA will – as SAA’s Brand Ambassador – participate in SAA’s activities, particularly those of a corporate social investment nature, where the airline gives back to the communities it serves, as charitable causes largely benefit from Miss SA’s patronage.
“During her tenure Miss SA will support and promote SAA route network and brand by travelling exclusively on SAA on those routes where the airline has a presence or operations. This is a massive endorsement by such a prestigious brand that has a huge national appeal and support,” said Tlali Tlali, SAA spokesperson.
This year marks the second for SAA as the official airline for Miss SA. Miss SA for 2015 Liesl Laurie, last year participated in SAA’s Nelson Mandela send-off event for the Trek4Mandela Expedition, where an intrepid group of mountain climbers climbed Mount Kilimanjaro to raise funds in support of improving the lives of young girls across Africa.
The Trek4Mandela Expedition formed part of the annual International Nelson Mandela Day celebrations on 18 July, where people pledge their support to Mandela Day initiatives across the globe in celebration of the life of South Africa’s former statesman and global icon for peace.
The sponsorship is in partnership with Sun International, the license holder of the Miss South Africa pageant, due to brand synergy between the airline, as the national flag carrier and the pageant, as typically South African.
“We thank the outgoing Miss SA for her support and wish the contestants all the luck for their big night,” Tlali concluded.