Sama, Saudi Arabia Liberalisation of the Saudi Arabian market created an opportunity for Mango supported local investors to secure one of two new airline licences against stiff competition. Sama quickly established itself, being recognised as ‘Best new brand in the Middle East’ in 2008. Project Background New low cost airline established in 2005 Saudi Arabia to serve domestic and Middle Eastern markets. Mango managed the entire airline set-up on behalf of major Saudi investors from 2005 to 2008 before handover to local management. To facilitate rapid start-up and the embodiment of true low cost principles, Mango people were appointed as the interim management team, advising shareholders and the Board. Initial proof of concept May 2005 – Jul 2005; full scale implementation from Sep 2005; first flight 2007. Expertise provided Business plan formulation and marketing Support to investor sell-down Start-up project management Interim management team including CEO, CCO, COO, CFO Managing the AOC/Operating licence approvals Aircraft procurement, fit-out and acceptance Maintenance and Engine support outsourcing Commercial set-up incl. network planning, branding, pricing strategy, sales distribution set-up and marketing Organisation set-up, recruitment and training