What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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The Juice to fly
South Africa's new low cost airline Mango recently appointed New Media to publish the launch issues of its 48-page in-flight magazine, Mango Juice. "Our challenge was to produce an entertaining and educational read that Mango guests could interact with," says Mango Juice publisher Lani Carstens, "and this inspired us to produce, notwithstanding the time constraints, a magazine that is entertaining, aspirational, and accessible in a way that will ensure it stands out from other airline magazines in South Africa."
New Media was tasked with producing the magazine - aimed at first time flyers, the young-at-heart leisure and business traveller - within a minimal three week time frame, in time for the airline's inaugural flight.
According to Carstens, one of the primary editorial focus points is devoted to City Guides; a comprehensive, accurate and honest informational guide to Mango destinations. This will enable passengers to decide how and where to spend their time and give them ideas for future travels.
"Mango Juice is not only about how to get through the next two hours, but also about getting to know the city you're en-route to and encourage Mango guests to travel more," says Mango Juice editor Bulelwa Mtsali.
The launch issue also includes several other sections of interest: Destination Gauteng - covering hot new spas in Johannesburg, places you can enjoy an all day breakfast at in the City of Gold and getaways situated within a 40-minute radius; Destination Durban - no age restriction, child-friendly venues along the Zulu Kingdom's seaside playground.
The launch issue also features Pieter-Dirk Uys as guest columnist in an entertaining opening piece titled My South Africa. Stoned Cherrie's Nkhensani Nkosi reveals the secrets of her summer suitcase, Olympic swimmer Roland Schoeman tells us why he loves airline food and two successful business women debate the merits of an MBA (or not).
Mango Juice also includes interactive games, quizzes, trivia and mind puzzles among others - all aimed at informing and entertaining guests - complementing its entertaining features.
The magazine will also include flight information and snippets featuring behind the scenes interviews and airline info.
"Mango Juice is a very exciting and powerful brand to add to our portfolio," says New Media MD Bridget McCarney. "It's unlike any other inflight magazine in our skies today."
The team is headed by new creative director Crispian Brown, an acclaimed international creative who previously worked at a leading publishing agency in the UK.
The first two issues will be published alternate monthly with a print run of 10 000.
