News

FastJet nominated the ‘Best Looking’, ‘Best Implemented’, ‘Best Rebrand’…

SomeOne awarded for excellence in transformative branding for the 4th consecutive year

The Transform Awards are Europe’s only dedicated celebration of rebranding, repositioning and brand transformation.

The first time we entered in 2010, our rebrand of the Royal Opera House won at the Transform Awards. Which was lovely — but clearly beginners luck, right?

The awards recognise the best in corporate, product, regional and national rebrands, with categories that focus on strategy, execution, content and evaluation. More than that, they are a platform for organisations to tell their rebranding stories and to discuss reputational change. Stuff we do everyday for brands big and small…

The following year in 2011 we won the Transform award for our brand work with Telefónica. Hmmm… perhaps we should take this up… do it as a job perhaps?

Every year the jury consists of a stellar line up of world class brands — this year features the BBC, The Co-Op, Orange, Team GB and Huawei amongst others…

2012 We won gold for our re-brand and relaunch of the Royal Museums Greenwich. We even had to get up on stage and get our photo taken. It was all very exciting.

2013 saw a big increase in the number of entries, so getting on the shortlist would be a major triumph — and we’ve only gone and managed it again… the 4th year running… this time with more nominations than ever before.

So it’s amazing to be able to announce — ahead of the official announcement this Wednesday, that we are up for Three awards this year! Yes. Three.

We have have been shortlisted in the Transform Awards for our rebrand with FastJet for:

» The Best use of a visual property (Who’s a pretty boy then!)

» Best implementation of a rebrand (It really has hatched beautifully)

» Best corporate rebrand following a merger or acquisition (from Fly540, to FastJet)

Naturally we are delighted! — Fastjet is a great example of how our approach to launching, relaunching and managing brands can create great business results for a product, organisation or service.

Some of the initial results are simply amazing for any new airline, let alone one trailblazing in a complex market like Africa…

» 8,000 tickets sold in the first week (enough to fill 60 aircraft).

» 33,000 tickets sold by week 5.

» Average yields growth of 66% in first 3 weeks.

» Load factors (% passengers carried per operated flight) in excess of 85%.

» 22,000 ‘likes’ on their Facebook page in 7 weeks. (The Leading African Airline brand, established for years has only 28,000 — FastJet now beats this hands down at over 31,500 ‘likes’)

» Additional flying added to feed demand

» Share price up 150%

» The BBC even commissioned a documentary series!

We’re still working with FastJet on Advertising, Branding, Publishing and strategy at all levels throughout the organisation.. and there are a number of exciting developments — so watch this space to find out what happens next for them — and next for us…

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