Safi Airways

Safi

Media relations and crisis management that builds visibility, trust, and protects a brand’s reputation

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The Case

Safi Airways had been grappling with low levels of awareness, visibility, and trust.

The airline struggled to be considered as a serious player in the regional aviation industry and the media never considered it a credible source of information.

The airline was also in a highly volatile region, and many did not trust it in terms of fleet capacity and passenger safety.

Safi Airlines needed to change this perception and narrative because it adversely affected their brand, operations, and growth.

Objectives

Objectives

Awareness

Image

Credibility

Reliability

Challenges

Challenges
  • Brand not known in the region

  • Building trust and credibility within the media

  • Uncertainty about the safety of the fleet and the qualification of the personnel

Research

The airline was not seen as a serious player in the regional aviation industry and the media never considered it as a credible source of information.

Based in a highly volatile region, many did not trust it in terms of fleet and passenger safety – a perception that adversely affected the brand, its operations, and growth.

Strategy

Strategy

Matrix needed to create distinct awareness about the brand in the aviation industry.

We needed to elevate Safi’s image and perception, position it as a serious player in the industry, and build confidence in the brand as an airline that strictly follows safety standards.

Localizing news announcements

Disseminating press releases of new routes

Disseminating press releases of new appointments

  • Media Relations and crisis management

  • Profiling top executives, scouting for key speaking opportunities and event participation

  • Media material development, distribution, and analysis

Execution

Execution

Positioning

    • Engaged with the aviation and consumer media to ensure proper positioning of the airline as being a responsible and safe airline.
    • Built brand recognition and recall through disseminating press releases of new routes and appointments.
    • Proactively engaged the media to ensure the airline’s position was understood and that the brand’s reputation was protected.

Media Engagement

    • Handling on-ground PR support in Qatar and Dubai during the Arabian Travel market and launch of the Qatar route.
    • A consistent flow of news through press release/press notes highlighting collaborations/event participation.
    • Organized media interviews with senior management.

Follow-through activities

    • Participated in relevant aviation industry stories and profiling of senior executives as thought leaders in the media.
    • Coordinated communication when the airline was grounded because of EU regulations.

Results

Results

The agency managed to significantly boost the airline’s media profile in the region

The PR strategy and its execution also greatly enhanced its position as a safe and trusted airline

Positioning

Enhanced position as a safe and trusted airline

Visibility

Higher visibility for the brand and key spokespeople

Brand Profile

Significantly boosted the airline’s media profile in the region through regular coverage

Reputation

A sustainable plan put in place to identify and address concerns and to protect the brand’s reputation

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