What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Airline cleared for take-off to party capital
AxeJet, the risqué airline by Axe deodorant, has been cleared for take-off to the party capital of the world Ibiza, Spain. The airline, in partnership with 5FM, Metro FM and the Sunday Times, takes to the sky on Saturday, 18 August 2007, with 5FM's DJ Fresh and Roger Goode, as well as Metro FM's Thomas and DJ Fistaz and DJ Tira, confirmed as the first passengers.
AxeJet is the new variant from Axe deodorant and is a Unilever product.
Axe brand manager, Shren Moodley says, “Ibiza was the obvious choice for our first destination, and who better to fly our top house DJs to the island than AxeJet? We know our DJs can shake up the party over there, just like we know AxeJet can seriously shake up the airline industry. Our new service is about making every guys fantasy a reality.”
Whereas AxeJet was executed purely as a marketing campaign in overseas markets such as Germany, Australia and New Zealand, the South African venture will aim to make this fantasy airline a reality with trips to exotic locations.
5FM DJ Roger Goode with the AxeJet mostesses
Luxury trimmings
The AxeJet aircraft is currently being prepared for take-off at OR Tambo International Airport and is scheduled to make its first flight to the sunny shores of Ibiza for a week of sun, music and parties. The Boeing 727 will have the first-ever Mile High Class with all the AxeJet luxury trimmings – as seen on television.
Targeted at young men, AxeJet will combine male fantasy with air travel to provide luxuries as yet unheard of in the local market. Apart from sexy cabin attendants, cheekily dubbed mostesses, the service will also include racy in-flight entertainment with a variety of options like pillow fighting, spanking and mud wrestling.
Tickets for the maiden flight are already reserved for a host of well-known South Africans and a handful of lucky Axe competition winners. Axe users will be required to purchase a can of Axe and SMS their unique barcode to stand the chance to join the Mile High Class this August. A limited number of tickets will be available for sale through selected travel agent partners. More details will be made available in the Sunday Times, on 5FM and Metro FM and at www.axejet.co.za.
There will be live broadcasts of the AxeJet trip on 5FM and Metro FM throughout the week.
