I know, I know, a horribly contrived headline. But anyway, I'm surprised to learn that the smart managements of SN Brussels Airlines and Virgin Express are planning to resurrect the Sabena brand for their joint operation.
In fairness I have little idea how the Sabena name is viewed in Belgium these days, but it wasn't hugely loved even before the ghastly bankruptcy process that claimed both Swissair and Sabena in 2001.
The acronym Sabena actually stands for Societe Autonyme Belge d'Exploitation de la Navigation Aerienne, but it was the Belgian public that came up with the rather better-known Such a Bad Experience Never Again. And it was an outpouring of nationalism fuelled by anti-Swiss(air) sentiment after the bankruptcy that resulted in a revisionist affection for this perennially unprofitable operation.
If SN Brussels and Virgin Express do manage to make the brand work then it'll be the subject of marketing studies for years to come. Perhaps the execs in charge will make it onto the list of famous Belgians - which at time of writing is now up to 259!
Kieran,
The acronym stood for Société Anonyme, not Autonyme. As for the Belgian public coming up with its own version, that "Bloody Experience Never Again" line was actually launched by the late journalist Roger Gillyns of Interavia in the Sixties. He was Belgian and a pre-WW II Sabena pilot. His very personal version was much loved by fellow journalists and it stuck. Personally I found SABENA was no worse than most airlines. Herman
Herman De Wulf
I must say that the Sabena name is still well known around the world. For us Belgians the name is equal to other brand names like Cote D'or Chocolate and the world famous Leonidas pralines.
I truly hope SN air holding chooses this name and revives one of the best airlines in the world. And since the government and unions are not longer in charge they might have a good chance to grow.....
Jason Van Landschoot
Well I am certainly not going to argue with Flight's old friend Herman - but I have to say that my few Belgian acquaintances have enthusiastically produced the "such a bad...." line without prompting by me!
And oddly enough the incorrect text - on which Herman is certainly correct - was copied and pasted from sabena.com.
Kieran Daly
Ok, the old Sabena had a bad management, but did the passengers notice? No. Sabena had a great service and had one of the best safety-records in the world.
Sabena is a well-known brand and with the new 'SN Brussels' management, they could become a great airline.
dennis
Funny how a mistake by whoever now owns sabena.com is perpetuated throughout the internet...
If your headline seems a bit contrived, it's not nearly as contrived as naming the airline Sabena again. In 2002 when DAT took over the old Sabena, it rebranded itself SN Brussels to get away from the tainted Sabena brand, and to rebrand cheaply - they could retain the Sabena logo and aircraft colour scheme and even Sabena's old IATA code SN.
L'histoire se repete?
Henk Ombelet