AIR Namibia LOGO pipAir Namibia: a market redefined

The challenge:

After a break of 18 months, Air Namibia restored scheduled service to the UK at short notice. But its earlier weekly B747 from LHR was replaced with 3 x weekly MD11s operating from the less popular LGW, providing 55-60 tonnes’ capacity per week. With a UK - Namibia cargo market estimated at under 200 tonnes per year, how could the airline exploit its expanded capacity and increase its cargo revenue?

  • Established cargo reception at LHR, feeding RFS services to LGW.
  • Established cargo handling and reception at LGW.
  • Set up UK-wide cargo reception and hand-out facilities at regional airports to increase catchment area.
  • Won and serviced several lucrative mail contracts, including Royal Mail.
  • Introduced RFS from Windhoek to all major South African cities, facilitating fast overnight transfers to the largest market in Africa.
  • Introduced RFS to Gabarone, Botswana to capture additional transhipment cargo.
  • Marketed Air Namibia Cargo through Select Airline Management’s partner offices in Asia and Middle East, generating additional air cargo for Southern African destinations.
  • Initiated four-week,pre-launch sales and marketing campaign comprising email, fax and direct mail, supported by sales visits throughout UK to top potential customers.

Select Results

The first Air Namibia flight uplifted 40cbm of cargo. The second flight was full, with 70 cbm of cargo. Within the first month alone, Select loaded 100 tonnes of cargo ex UK: half the previous annual market.

Air Namibia is now successfully re-established as carrier of choice to Namibia, and is a significant force in the overall Southern Africa market - supported by several big-name forwarders. Select has totally redefined the carrier’s cargo market and revenue expectations.

"Through our close partner relationship, Select is able to offer us the time critical services our biopharmaceutical clients have come to expect. Select is a preferred supplier in line with our ISO 9001:2008 accreditation."

Neal Cullen, Marken Ltd