South African Inflight Magazine Advertising

South African Airways (SAA) is the state owned South African flag-carrier, and one of Africa’s largest airlines. In its history, the airline suffered from different obstacles, including political isolation (due to the country’s racist apartheid regime), poor liquidity, competitive pressure bas has also successfully coped with them.

Today, the biggest remaining obstacle is its geographic isolation (bottom tip of the African continent) requiring a specific strategy called ‘route optimization’: priority is given to African routes while routes Asian, Middle-East and European routes has either been reduced or turned under code-share services to maintain profitability.

Discover Sawubona, the South African Airways inflight magazine which has been voted Africa’s Leading Inflight Magazine for three consecutive years (2015, 2016 and 2017) by the World Travel Awards.


Sawubona means ‘greetings‘ or ‘hello’ in Nguni.

Highlighting the best of South Africa and the continent, Sawubona aim to encourage economic development, investment and tourism, through rich and vibrant content and drawing on the best journalistic expertise. Editorial content is hinged on three pillars: TRAVEL, BUSINESS AND LIFESTYLE

  • Readership: 720,000 readers/month
  • Circulation: 90,000 copies / month
  • Distribution: provided for free on all South African Airways local, international and regional flights