LIFT News

LIFTed spirits through targeted brand collaborations and customer experience

It’s been four years, and LIFT has certainly shaken up the airspace in South Africa since its launch in December of 2020. The brand has made a name for itself in the aviation industry by providing an elevated flying experience to its travellers, something reminiscent of the early days of air travel, when people looked forward to flying. 

LIFT has grown over the last four years, expanding routes while providing its travellers with a little extra along the way. Since launch, LIFT has operated over 22 000 flights and has carried over 3,1 million passengers between the Golden Triangle, in addition, the airline has had over 14 000 paws on board.

We take a look at why LIFT is becoming a popular choice for travelling South Africans. 

Customer Obsession

“Part of our unique approach is how customer-obsessed we are as a brand,” explains  Charlene Meltz, LIFT Chief Marketing Officer of LIFT. “The airline started with this ethos from the get-go, and I am proud to see how it has been embodied by all our staff and crew”. 

“For example, in June our crew displayed an exceptional response to a surprising new passenger born just moments before the aircraft was due to take off, from Durban to Cape Town,” explains Meltz. 

These efforts have been noticed, as in 2024, the airline was named the Best Low Cost Airline in Africa at the 2024 World Airline Awards – the industry’s most prestigious awards – hosted by Skytrax, the international air transports organisation. LIFT is the youngest airline in Africa to have won a World Airline Award. Later in 2024, LIFT was recognised for its committed staff, securing awards from the World Luxury Travel Awards, for best Domestic Airline Africa and Cabin Crew Southern Africa.

“We approach everything we do with a customer lens, trying to make their flight experience as comfortable and pleasant as possible. We’re grateful for our 2024 awards, they truly are the fruits of our labour,” Meltz adds. 

Collabs in the Air 

LIFT travellers have become accustomed to receiving a little extra during their flights. “Our marketing team keeps a very open mind, which is why we’ve made some amazing partnerships in our four years of operation, with some of the biggest brands around the globe. If the collab makes sense for our brand, matches our energy and benefits our travellers, we’re on board!” says Haydn Henning, Brand Manager at LIFT. 

In 2023 LIFT collaborated with Disney, for a large-scale collaboration which required meticulous planning and coordination, and involved aligning brand values and agreeing on a common narrative that resonated with both audiences. This year the airline brought a number of brand collabs to the sky, including a collab with Maybelline. The Maybelline South Africa team presented their “LIFT Your Lashes Sky High” video to the international Digital Acceleration Summit 2024, and for the first time, L’Oreal Africa brought home third place.

Most recently, LIFT and Checkers Sixty60 wowed South Africans with their teal ‘Checkers’ co-branded aircraft, emblazoned with “Sixty60” on its sides and “Checkers” on its belly.

“Being relatable and staying up to date with trends is at the core of our marketing strategy. We stay in tune with what our travellers are saying on social media and through feedback channels, and our collaboration with Checkers has been so well received” adds Henning. 

Surprise and Delight

“We love offering our travellers unique experiences, and our “surprise and delight” campaigns provide unexpected moments that passengers love. To make flights more entertaining, we’ve hosted a fashion show, silent discos, and a book launch, just to name a few activities that our passengers have enjoyed at 36 000 ft in the air this year. In November, comedian Alan Committie performed a comedy segment for LIFT passengers, which was an enjoyable experience for all.”

Henning added that LIFT is a proud supporter of South African brands and local talent, “collaborating with South African talent is core to our brand, and we love showcasing the country’s creativity and connecting our passengers with local culture”. 

Demonstrating this commitment, LIFT offers complimentary Vida e Caffè, Grumpy Snacks and Khayelitsha Cookies on board. 

LIFT is currently underway with their 12 Days of Christmas campaign, and has lots in store for 2025.