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The Rwanda Development Board – RDB business registration department has issued RwandAir the national carrier of Rwanda registration certificate for its new operating name. The airline is now set to embark on a rebranding exercise before launching the revamped brand.
In an official circular issued earlier this month by the CEO Gerald Zirimwabagabo, the airline is currently implementing the initial phase of its 5 – Year Business Plan (2009-13) which recommends the dropping of “Express” from the name of the carrier since it gives the impression of a “small” point to point airline. The statement released by Mr. Zirimwabagabo further explains than the airlines tag line which has been “From the Heart of Africa” also changes to “Fly our Dream to the Heart of Africa”. This is in line with the current national campaign to invite the rest of the world to fly to Rwanda and be part of its economic development dream.
“Of course there is going to be a lot of visible changes internally and externally as we brace ourselves to deliver the new RwandAir”, said Michael Otieno who is Head of Marketing and Corporate Communications. “We want to position our airline as a leading carrier in the region while at the same time aggressively market our product overseas. Worldwide today, there is massive excitement about Rwanda as a country and a destination. As the national carrier, we cannot afford to be left out of it!!” added Mr. Otieno who hinted at an official launch of the new corporate identity in the near future.
These developments come at a time when the national carrier is set to be the first regional airline on the continent with an online reservation and multi – platform payments systems. Mr. Otieno pointed out that it was imperative for the airline to diversify its distribution and payment collection points from the traditional sales offices. “From August 2009, our customers from all over the world will books and pay for their tickets online whether by credit cards or other payment platforms currently being developed for the airline. We are getting a totally new website”, he announced.
Sources at RwandAir also confirm the launch of a Customer Loyalty Program a few months from now a move that could go a long way in recruiting frequent fliers for the carrier.
“This is a young country and we are looking forward to a young vibrant, people friendly airline. We want Rwandese wherever they are to draw pride and a sense of nationalism from the national carrier”, concluded the Head of Marketing and Corporate Communications at RwandAir.
RwandAir which flies twice daily to Nairobi and three times a day to Entebbe is soon increasing its frequencies to Johannesburg to daily flights, a move instigated by increased traffic on the route.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
