South African Airways boosted by World Cup 16/06/2010 |
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New research by Experian Hitwise has shown that South African Airways is the brand to have drawn the most benefit from the 2010 FIFA World Cup.
UK internet searches for the airline increased by 129.2% compared to the week before the tournament started.
Beer companies also saw a huge increase in searches with Heineken, a chief sponsor of the World Cup, enjoying a 75% increase in searches for its brand in the UK.
Carlsberg, Corona and Budweiser also enjoyed huge increases with all three brands boasting a sizeable sponsorship presence at the World Cup.
“The massive spike in searches for South African Airways illustrates the appetite for last minute travel to watch the World Cup,” said Director of Research at Experian Hitwise, Robin Goad.
“There has also been an 85% increase in searches for flights to South Africa over the last couple of weeks.
“A weekend of football has given the food and drinks brands a real boost – particularly with England playing their first match on a Saturday night.
“The timing of these opening matches has been reflected in their advertising and marketing campaigns with great offers and promotions that are relevant, humorous and authentic.”
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