Since its first flight four years ago, LIFT has significantly impacted South Africa's airspace. The brand has established a reputation in the aviation sector by offering an enhanced flying experience to its passengers, reminiscent of the early days of air travel when people eagerly anticipated flying.
Over the past four years, LIFT has expanded its routes and offered its travellers some additional perks. Since its inception, LIFT has conducted over 22,000 flights and transported more than 3.1 million passengers within the Golden Triangle. Additionally, the airline has accommodated over 14,000 pets on board.
We explore why LIFT is increasingly favoured by South African travellers.
Customer Obsession
“Part of our unique approach is how customer-obsessed we are as a brand,” explains Charlene Meltz, LIFT Chief Marketing Officer of LIFT. “The airline started with this ethos from the get-go, and I am proud to see how it has been embodied by all our staff and crew. For example, in June our crew displayed an exceptional response to a surprising new passenger born just moments before the aircraft was due to take off, from Durban to Cape Town,” explains Meltz.
These initiatives have gained attention, as in 2024, the airline was honoured as the Best Low-Cost Airline in Africa at the 2024 World Airline Awards, the industry's most esteemed accolades, organized by Skytrax, the global air transport organization. LIFT is the youngest airline in Africa to receive a World Airline Award. Later in 2024, LIFT was acknowledged for its dedicated staff, earning awards from the World Luxury Travel Awards for Best Domestic Airline Africa and Cabin Crew Southern Africa.
“We approach everything we do with a customer lens, trying to make their flight experience as comfortable and pleasant as possible. We’re grateful for our 2024 awards, they truly are the fruits of our labour,” Meltz adds.
Collabs in the Air
LIFT passengers have grown used to receiving something extra during their flights. "Our marketing team remains very open-minded, which has led us to form incredible partnerships over our four years of operation with some of the world's leading brands. If a collaboration aligns with our brand, fits our vibe, and benefits our travellers, we're all in!" states Haydn Henning, Brand Manager at LIFT.
In 2023, LIFT partnered with Disney for a major collaboration that demanded careful planning and coordination, aligning brand values, and establishing a shared narrative that appealed to both audiences. This year, the airline introduced several brand collaborations in the sky, including one with Maybelline. The Maybelline South Africa team showcased their "LIFT Your Lashes Sky High" video at the International Digital Acceleration Summit 2024, marking the first time L'Oreal Africa secured third place.
Recently, LIFT and Checkers Sixty60 impressed South Africans with their teal co-branded 'Checkers' aircraft, featuring "Sixty60" on the sides and "Checkers" on the underside.
“Being relatable and staying up to date with trends is at the core of our marketing strategy. We stay in tune with what our travellers are saying on social media and through feedback channels, and our collaboration with Checkers has been so well received” adds Henning.
Surprise and Delight
“We love offering our travellers unique experiences, and our “surprise and delight” campaigns provide unexpected moments that passengers love. To make flights more entertaining, we’ve hosted a fashion show, silent discos, and a book launch, just to name a few activities that our passengers have enjoyed at 36,000 ft in the air this year. In November, comedian Alan Committie performed a comedy segment for LIFT passengers, which was an enjoyable experience for all.”
Henning added that LIFT is a proud supporter of South African brands and local talent, “collaborating with South African talent is core to our brand, and we love showcasing the country’s creativity and connecting our passengers with local culture”.
Demonstrating this commitment, LIFT offers complimentary Vida e Caffè, Grumpy Snacks and Khayelitsha Cookies on board.
Comments