The resumption of activity after an 18 year hiatus has come amidst much criticism. Detractors believe the huge outlay needed to get the airline to commercial viability is money that wold be better spent revamping our social services, building our road network or beefing up security. Especially since, they argue, we do not lack for airlines flying into and out of Uganda -- 19 at last count.
The promoters did not exactly cover themselves in glory, failing spectacularly to counter their detractors, only managing that an airline is as tragic piece of infrastructure.
And that is going to be Uganda Airlines' main challenge going forward, the development and execution of a robust communication strategy. Hiding their head in the sand is no longer an option.
A communication strategy that help build the brand, carrying the momentum from all the good will witnessed when the Bombadier CRJ 900 jets touched down well into the future, past the hard years ahead. They need to do more with cultivating the media.
As pointed out in an earlier blog a branding strategy begins with creating awareness, which should not be a problem for the new Uganda Airlines, whose beginning have bee covered in controversy and culminated in a champagne popping receiving of the planes at Entebbe Airport.
They will need to work on building favourable associations around the plane. In the aviation industry reliability, convenience and safety are key.
Related to the above they have to work their socks of to give the clients a better than good experience, because clients who will be flying them know what good service is and will give them little benefit of doubt on this score.
And if they can ace all these loyalty, and hence long term viability, will be a given .
This communication strategy should anchor an equally formidable marketing strategy to help sell the tickets that will keep those birds aflight.
Like in any brand building exercise this branding strategy will have to be deliberate, systematic and consistent.
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