AirArabia in Uganda and Somaliland

Client Overview

AirArabia is a leading low-cost airline based in the UAE, offering both domestic and international flights across a wide range of destinations. In 2017, AirArabia expanded its reach by launching flights to Hargeisa, Somaliland. The GSA/Country Managers approached Zidi Marketing to lead the marketing launch and strategy for this new route. After the success in Somaliland, Zidi Marketing was once again called upon for the launch of AirArabia’s service to Entebbe, Uganda.

Challenges

AirArabia needed a strong, localized marketing campaign to generate awareness and drive bookings for their new routes to Somaliland and Uganda. The challenge was to quickly establish the brand’s presence in both markets, generate interest, and convert that into actual bookings.
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Our Approach

We worked closely with the local AirArabia teams and the brand owner in the UAE to create a comprehensive marketing strategy for each launch. Our phased approach included:
Consultation & Strategy Development
We began with in-depth consultations to understand the local market dynamics and the specific needs for both Somaliland and Uganda. Based on these insights, we developed a tailored marketing strategy for each launch.
2. Media Plan & Campaign Execution

The marketing plan consisted of a mix of traditional and digital media, including:

  • TV and PR campaigns to build brand awareness
  • Social media campaigns to engage the local audience
  • SMS marketing to drive direct bookings
  • Local brand activation to generate excitement
  • Sponsored events and community engagement to connect with potential customers
  • Training events with local travel sub-agents to ensure effective promotion
3. Tracking & Monitoring
We implemented tracking systems and processes to monitor the effectiveness of the campaigns. This included setting up conversion tracking and training the local team to leverage these tools to maximize campaign impact and convert enquiries into bookings.
4. Replicating Success
Following the success of the Somaliland launch, we repeated the marketing strategy for AirArabia’s Uganda route launch to Entebbe Airport, ensuring a consistent approach across both markets.

The Results

The results of this transformation were significant, both in terms of qualitative improvements and hard business metrics. We helped NestPick achieve:

For Somaliland

in direct bookings/revenues

in direct revenues from Cargo

For Uganda

in direct bookings/revenues

Built a customer database of 25k+

%

YoY increase in bookings from the previous year

Client Testimonial

“We approached Zidi to help us launch AirArabia in two East African markets as soon as we won the GSA contract. We have been thoroughly impressed and pleased with the work, professionalism, and end results achieved. We look forward to growing our relationship and growing the business further!”
Mr. Ibrahim
GSA Owner, AirArabia Uganda

Why This Matters

This case study showcases the impact of a well-executed, localized marketing strategy. By leveraging a combination of media channels, local activations, and detailed tracking systems, Zidi Marketing helped AirArabia establish a strong foothold in both Somaliland and Uganda. The results speak for themselves—generating thousands of enquiries, significant bookings, and ongoing growth.

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