Apart from the campaign objectives of encouraging participation and completion of adventures, Mango aims to promote domestic tourism through the initiative.
According to CEO Nico Bezuidenhout, the new payoff is a bottom line encapsulation of the airline's inherent character instead of harking back to functional utility in its message. "We are a young business injected with energy and an appetite for innovation and constant and never ending improvement. I believe these qualities are manifest in the new payoff."
Bezuidenhout adds that the campaign carries the message effectively. "Why not today? Just go with it, see our country, live your dreams and be inspired. That is what Mango is all about, seize the day!"
The Bucket List combines first and second life elements where entrants have to complete four challenges off a hit parade of adventures.
Completion of Bucket List challenges and more info on the campaign are posted on Mango's Facebook page.
