Marketing & Media trends

More Articles

Subscribe to industry newsletters

Habana takes on aircraft to feed the hungry

British Airways (BA) has undertaken to donate two business class tickets worth over R60,000 to FoodBank South Africa, should a video in which Springbok winger Bryan Habana takes on British Airways' newest and largest aircraft in a race over 100 metres reach two million Youtube views.
Habana takes on aircraft to feed the hungryThe airline will donate another R60,000 worth of tickets if it reaches 2,5 million views.

Habana became an ambassador for the South African food security charity this year and has already made a huge impact which includes packing food hampers for the hungry on Mandela Day with his DHL Stormers' team mates and Cape Town mayor, Patricia de Lille. "I had a great time racing against this amazing plane and I'm thrilled that this video may now help to feed more hungry people in South Africa," says Habana.

Tickets to be auctioned

"We never imagined that a Youtube video of Bryan running against the mighty A380 on a runway in England may bring us such a windfall," says Jill Richie, FoodBank South Africa fund development strategist. The organisation plans to auction the tickets later in the year and hopes that the cause and the hype around the video will ensure they fetch more than their market value.

Helena Flynn, BA head of public relations for Europe, Africa and Asia Pacific, says that the unexpected success of the man versus plane clip had prompted the airline to make the donation. "Quite honestly, we were taken slightly by surprise, so thought we'd ask Bryan if we could make a gesture to acknowledge the huge following the video had garnered. We're delighted that what started out as a bit of fun has enabled us help an organisation doing such important work."

Flights from 2014

FoodBank South Africa is leading a co-ordinated effort to establish food banks around the country in communities with the highest concentration of hungry people. It rescues and procures food and essential groceries centrally and distributes these to depots from where its agencies are able to get it to people in need.

BA plans to start flying the A380 to Johannesburg from 12 February 2014, although the date for the inaugural flight may be earlier. Initially it will operate three times a week, increasing to six weekly services by March 2014. Since BA took delivery of its first superjumbo earlier this month Johannesburg is only the third A380 route to be confirmed after Los Angeles and Hong Kong. Another two aircrafts, from a total order of 12, are due to be delivered before the end of the year.

Don't miss BizTrends2022 - 7 keynote speakers forecast trends shaping business in our region! Register now!

Let's do Biz