Mango bears fruit for Gendel

South African low-cost airline Mango has appointed the Gendel Strategic Marketing Group to handle its brand and tactical advertising and supporting through-the-line promotional strategies, effective Thursday, 1 September 2011.

The group, which comprises Gendel Advertising, Gendel Strategic Marketing Services and Gendel Interactive, serves clients in South Africa, East and West Africa.

Comments Gendel Group MD Mike Gendel, "This is huge for us. It amounts to a significant step up for our group. The excitement and passion is palpable amongst our team, after a challenging eight week, four-way pitch against agencies we respect highly... Mango is a brand you just can't help relating to. You feel comfortable engaging with the company.

"The management and staff have shaped an airline brand that is now poised for substantial growth. We share the carrier's broader business vision for the brand and their objective to increase their market share in the low cost segment on the routes operated by Mango."

Says Mango marketing manager Jacqui Mabuza, "We are pleased to have Gendel on board and look forward to a fruitful working relationship."