SAMA to commence flying summer 2006

BE spent a significant amount of time testing various naming alternatives and brand names with a wide cross-section of Saudi society. Sama was the name the focus groups chose for relevance and appeal.

HRH Prince Bandar explained,

"We wanted to select a name and identity that had strong Arabic resonance and meaning, in line with our ambition to become the leading low fares airline in the Middle East. Yet we also needed a name that was easily recognizable and instantly memorable. Sama is that name and we hope it will quickly become a name synonymous with consistently great service at low fares, wherever you wish to travel in the Middle East."

"The continued support of the government of the Custodian of the Two Holy Mosques King Abdullah Bin AbdulAziz and his Royal Highness the Crown-Prince, Prince Sultan Bin AbdulAziz, in proceeding with this initiative has been vital in enabling the airline set-up to reach this point", said Prince Bandar.

HRH Prince Bandar also noted, "The announcement of the airline's launch in December, resulted in widespread press coverage and expressions of support from the Saudi public. We have therefore redoubled our efforts to create an airline that we hope all Saudis will come to be proud of. Our objective is simple:

'To be the preferred and most successful low fares airline in the Middle East' "

The launch of the brand name also provided details of the management team. They are:
1. Chief Executive - Andrew Cowen
2. Chief Commercial Officer - Sudeep Ghai
3. Chief Operating Officer - Michael Coltman
4. Non-executive Director - Michael Williams

HRH Prince Bandar said, "We have selected a senior management team that has extensive experience of setting up low fares airlines throughout the world. This team will not only ensure that the true low fare airline business model is put in place, but will also recruit, develop and train a predominantly Saudi management team, drawn from all sectors of Saudi industry and commerce"

Further appointments and details of the make-up of the airline's Board of Directors will be announced shortly.

The airline launch plan continues on schedule and subject to regulatory approval, Sama hope to announce details of destinations and fares shortly.