South African Airways takes off with OgilvyAction Beijing

Beijing, 9 January 2012 – South African Airways (SAA), the national flag carrier and the country’s largest airline, has appointed OgilvyAction Beijing as the brand activation agency to lead the launch of its new direct flight route between Johannesburg and Beijing, the first direct flight between China and South Africa. Beginning early February 2012, the non-stop service direct flights will reduce air travel time between the two metropolises to roughly 15 hours, encouraging more business and tourism between the two countries.

To celebrate and promote the launch to consumers, OgilvyAction will oversee 360 Degree communications including media coordination, print and digital advertising, events such as road shows, and the development of a social media campaign on its official micro-blog.

Gcobani Mangcotywa, Regional General Manager, Asia Pacific, said, “This is an important expansion for not only our airline, but also for businesses in China and South Africa. It will allow travelers to connect more quickly and conveniently through these two international gateways to destinations in both countries. OgilvyAction is a trusted agency that we’ve worked with in Johannesburg so it was natural for us to tap into their global network for this project. After meeting the very capable Beijing team we are even more excited about the potential for this crucial launch.”

Charles Cao, Deputy General Manager of OgilvyAction Beijing, said,  “We’re excited to lead this important new initiative as it will bring more flying options to travelers while promoting tourism and business exchange in both countries. South Africa may not be a top destination for Chinese tourists at the moment, but we believe that with an integrated and holistic marketing approach, Chinese leisure and business travelers will see the value of this direct flight route.”

OgilvyAction Beijing’s appointment is effective immediately.

For a photo or more information, please contact:
Sarah Guldin
Corporate Communications
Ogilvy & Mather Group China
Tel: (8610) 8520 6552

About OgilvyAction
OgilvyAction is the global brand activation network of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), one of the world's largest communications services organizations.  With its 81 offices and 2000 people, OgilvyAction delivers a broad range of services including experiential marketing, shopper marketing, trade marketing and promotional services. Supporting each of these is a capability in field marketing, digital activation, retail design and analytics that builds brands by creating purchase behavior. The agency’s client portfolio features Fortune 500 Blue Chip brands and some of the most innovative local marketers around the world. For more information, visit our website at

Contact: Sarah Guldin
Date: January 09, 2012
Office: Beijing