SAA Launches Bespoke Advocate Campaign with Star Alliance

by Katey Gold Partners Service Product

South African Airways has launched a campaign, in conjunction with Star Alliance, featuring world-renowned jazz musician and composer, Hugh Masekela. Bra Hugh is a South African Airways Voyager Platinum cardholder and has had Star Alliance Gold Status for many years. The campaign theme, THE WAY I LIKE TO TRAVEL is an international campaign amongst member airlines, which promotes seamless travel through benefits the airline alliance offers its Gold Status members

Star Alliance has been working with several member carriers on the bespoke campaign initiative for their individual markets, including TAP Portugal, Singapore Airlines, Turkish Airlines, EVA Air, and others over the years and now SAA again. Previously, Star Alliance bespoke campaigns were only afforded to member carriers when joining the Alliance. These rules were changed a few years back to include the opportunity for member carriers to do individual bespoke campaigns created and art directed by Star Alliance’s agency, Atomic London, to keep the same look and feel across all carriers.

The bespoke campaign appears on SAA’s in-flight entertainment (IFE) and other SAA-owned media channels, like our award winning in-flight magazine – Sawubona; highlighting the duality of the airline having pioneered the nation’s travel for over 80 years and providing seamless worldwide travel with Mr Masekela using his SAA Voyager elite status in his aim to bring the world incredible South African music.

Hugh Masekela has dedicated his life to music. He first picked up a trumpet in the early ‘50s and has been playing ever since. During the past six decades, he has released over 40 albums and has collaborated with musical greats such as Janis Joplin, Otis Redding, Jimi Hendrix, Marvin Gaye, Paul Simon, and Stevie Wonder.

Restless, Hugh Masekela still travels to share his unique sound with the world. South African Airways and Star Alliance help him reach audiences worldwide in the comfort of Gold Status.

“Whether I am flying home or to a concert, with South African Airways and Star Alliance, I am always treated like a VIP. The way I like to travel,” according to Hugh Masekela. We are proud to release a new bespoke film with Star Alliance to celebrate the global recognition of Gold Status across all the Star member airlines. Our film captures Bra Hugh as he interprets the sound of Gold Status. The piece played by Hugh was improvised for the film. The piece features four instruments including flugelhorn, piano, drums, tambourine, cowbell, and cabasa. To view the film, visit

Bra Hugh, like all Star Alliance Gold Status holders, enjoys several benefits including access to over 1, 000 lounges worldwide, priority check-in, and priority boarding whenever he flies with South African Airways or with any of the 26 other Star Alliance member airlines.

The campaign is supported by both the Star Alliance Marketing division and SAA Marketing and developed by creative agency Atomic London.

Meet other global Star Alliance Advocates of Seamless Travel through Star Alliance and their member carriers by clicking on the following link:

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