Fly Blue Crane's Slogans & Taglines

Fly Blue Crane was a South African regional airline founded in 2014 by former South African Airways executives Siza Mzimela, Theunis Potgieter, and Jerome Simelane. Headquartered in Johannesburg with its operational hub at O.R. Tambo International Airport, the airline commenced operations on 1 September 2015, positioning itself as a low-cost domestic carrier. It initially operated two 50-seat Embraer ERJ 145 aircraft and later added a wet-leased Boeing 737-300, serving routes including Johannesburg, Cape Town, Kimberley, and Bloemfontein. The airline made history as the first in South Africa to be majority-owned by a black woman. Despite rapid growth, it entered business rescue in November 2016 and ceased all operations on 3 February 2017.

Core offerings included low-cost scheduled domestic passenger services targeting both business and leisure travellers. The airline aimed to expand regionally to Botswana, Namibia, Zimbabwe, and the Democratic Republic of Congo. Brand messaging centred on the tagline A fresh approach, reflecting its commitment to providing an alternative, customer-focused travel experience in the South African aviation market.