This Week

Marketing's comprehensive digest of the most significant industry news from the past seven days.

Stelios launches Fastjet

Fastjet, the low-cost African airline backed by easyJet founder Sir Stelios Haji-Ioannou, last week announced its launch with a digital marketing campaign, writes Loulla-Mae Eleftheriou-Smith.

Digital agency Bozboz has created a 12-month content strategy for the brand, targeting the growing number of middle-class consumers in Africa looking for low-cost air travel and focusing on social-media activity across Facebook, Twitter and YouTube.

Fastjet began selling tickets in Tanzania earlier this month and reportedly aims to roll out across Kenya and Uganda within weeks.

Haji-Ioannou's easyGroup Holdings owns 5% of Fastjet and has the option to acquire a further 10%.

The Fastjet launch came in the week that easyJet announced record annual pre-tax profits of pounds 317m, up 27.9% year on year.

Helen Edwards, page 22

Footballer takes marketing post

Former Manchester United footballer Edwin van der Sar is to join Amsterdam club Ajax as marketing director, writes John Reynolds.

The Dutch goalkeeper began his senior playing career with Ajax and retired in 2011 after spending six years at Manchester United.

He has joined the board of Ajax, along with Michael Kinsbergen, who will be managing director.

Hans Weijers, Ajax chief executive, said: 'Van der Sar had a fantastic career and also has natural leadership, and therefore the potential to be our managing director in the future.'

You say, page 23

Eat showcases new look

Eat, the cafe chain, last week unveiled its updated branding and store design at a London branch. It plans to roll out the new look to 120 stores from next year.

The brand, which described the redesign …

Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information: Article title: This Week. Contributors: Not available. Magazine title: Marketing. Publication date: November 28, 2012. Page number: 7. © 2003 Haymarket Business Publications Ltd. COPYRIGHT 2012 Gale Group.

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