Bonza - Local legend Australian LCC Bonza has yet to start flying (the latest date is September), but its marketing campaigns are in full swing. For example, in one announcement, Bonza committed to “100% Australian food and drink.” As part of that, Bonza encouraged travellers to download the Fly Bonza app on the Apple App Store or Google Play and be able to vote for their favourite local products, with a chance to win flights. Bonza also generated media coverage around its announcement that it was “throwing out the rulebook” with a “wear it your way” cabin crew uniform. The new uniforms are more casual in nature than standard crew outfits, and include combinations of tailored shorts, a white cotton t-shirt and blazer which features purple trim, a trouser option, shirt dress and sleeveless coat. The airline says cabin crew can mix and match from the approved items and so are not pushed into any gender specific combo. “Local legend” is the latest campaign, which is being done to highlight the different Bonza destinations in Australia. Taking place in areas served by Bonza, entrants had to post a video on Facebook or Instagram sharing “why their hometown is Bonza” (Bonza also being slang for great), and tagging the airline. Finalists were then taken to a voting stage, with the winner in each town receiving free flights with three others on an inaugural flight, a “taste testing” of the “all Aussie” menu, a chance to “road test” the new uniforms, and an unspecified future role in events.
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AMM - July 2022
