Finally, Ethiopian Airlines speaks on Nigeria Air project

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Mr. Mesfin Tasew, the Group Chief Executive Officer of Ethiopian Airlines, has shed more light on the East African airline’s role in the establishment of Nigeria Air, stating that the airline nearly pulled out but that the government insisted on carrying out the process.

The leadership of Ethiopian Airlines is speaking out on the airline crisis for the first time.

Senator Hadi Sirika, the former minister of aviation, had floated the airline on May 27. However, it was later discovered that an ET aircraft had been used for a demonstration flight, which was against the rules governing the establishment of a new airline. As a result, the airline never saw the light of day.

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It will be recalled that the Airline Operators of Nigeria (AON) had sued the Federal Government challenging the selection of Ethiopian Airlines as the preferred bidder to midwife the process.

But speaking with some Nigerian journalists in Addis Ababa, the Airline’s CEO stated that the East African carrier never had any plan to set up an airline in Nigeria, but was invited by the federal government to partner with it to establish a national carrier, Nigeria Air.

He added that the federal government requested for Ethiopian Airlines aircraft painted with the Nigeria Air logo for presentation to Nigerians, and the airline agreed.

“At one point, the leadership of Nigeria Air, which doesn’t include Ethiopian Airlines, asked us to bring aircraft painted with Nigerian logo to facilitate the procdessing of the Air Operators’ Certificate. So, we agreed with that, we took out one of our aircraft, we painted it with Nigerian logo, we flew it down to Lagos for demonstration by the Nigerian Civil Aviation Authority (NCAA) for their inspection. So, after two days, we brought back the aircraft, repainted it with Ethiopian logo and it is flying. So, while we were here, waiting for the decision of the court, there was a change of government in NIgeria”.

He said the airline at first resisted the invitation to set up the airline but later agreed due to the long-standing relationship it has with Nigeria where it operates to four cities.

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He said while Ethiopian Airlines and the Nigeran government were preparing the shareholding, it received a message that some companies and airlines in Nigeria were defaming Ethiopian Airlines and the federal government and had gone to court and obtained a court order to stop the establishment of Nigeria Air.

This prompted Ethiopian Airlines to want to withdraw, but the Nigerian government insisted that it should continue the process of establishing the national carrier for the most populous nation in Africa.

The Group Chief Executive Officer of Ethiopian Airlines said that until now the airline has not decided whether to continue the process to establish Nigeria Air but the federal government said it should continue with the groundwork until the court vacates the order and it addresses some concerns, insisting that it was not cancelling the project.

Tasew emphasized that Nigeria Air was already established before Ethiopian Airlines was invited to partner with it.

He also noted that Nigerians will benefit hugely from the national carrier if eventually it is established because the federal government said that Nigeria does not have dependable airlines in the domestic and international markets.

Tasew said, “Ethiopian Airlines didn’t have any intention or plan to setup an airline in Nigeria. In May, of 2022, when I took my current responsibility (as Group CEO), a request came from the Nigerian government asking ET (Ethiopian Airlines) to participate in a bid and help the Nigerian government to setup a Nigerian flag carrier. It came in writing.

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“Initially we didn’t want to go into that. We said we have other initiatives in other countries and we were busy. But the Nigerian government insisted that Ethiopian Airlines is an African airline, it has to help the Nigerian government in setting up the national carrier. So, we had to respect them. We serve the Nigerian public and government by flying to four cities in Nigeria; we couldn’t say no, we cannot come and help you. So, we had to submit the proposal, we had to respect the Nigerian government.

“And we thought that the Nigerian government had choices, ET being one; because they had also requested other airlines in the Middle East, Europe to participate in the bid. I don’t know whether they participated or not. We submitted our proposal and we received a letter from the Ministry of Aviation, saying that Ethiopian Airlines had been selected to be a partner to set up the airline.

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“Then the Nigerian government wanted the structure of investors to be Nigerian investing institutions and the Nigerian government wanted only 5 percent shares to ensure that they have presence in the airline and to facilitate the establishment of the airline. We had a lot of discussions, we agreed but we had some differences in some points.

‘How Nigerian Airlines, firms started defaming Ethiopian Government, Airline’

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“And while we were preparing the shareholder agreement, then we heard that some companies in Nigeria including airlines started defaming and objecting to the establishment of the airline and defaming the name of the government and Ethiopian Airlines. At that time, we thought that if the Nigerian government doesn’t want it, the Nigerian public doesn’t want it, we could as well withdraw.

“But the Nigerian government insisted that no, that this is a strategic issue for Nigeria and we have to continue. When this group of people went to court, and brought a court order, we had to defend ourselves, we had to go to the court, together with the Nigerian government, including the Ministry of Transport.

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“We had to defend ourselves. So, until now, it is not yet decided, as far as we know, it is under the court. But the Nigerian government insisted that we had to continue the background work until the court case gets decision.

“Nigeria Air was established before us; it is (sic) already established by the Nigerian government before we were invited. It has its own leadership, it was doing a lot of things, it had started requesting for the Air Operators’ Certificate (AOC), making preparations. So, when we came in, it was a matter of restructuring the ownership of that Nigeria Air. For your information, the logo was already designed by them, it was not by Ethiopian Airlines. And we thought that if Nigeria Air is established, the benefit will be for Nigerians”.

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“Because when we talked to the Nigerian government, why do you want to set up a new airline? They said they don’t have dependable airlines within Nigeria and they wanted an airline that can provide dependable service that departs and arrives on time; that doesn’t cancel flights on the domestic market and also on the international market.

“The Nigerian government believes that airfares charged by foreign airlines are so high that the Nigerian public is at a disadvantage. So, the intention of the Nigerian government was to set up a very, very strong, reliable, dependable national carrier that services both the domestic market and the international. And we believe in it. that is why we wanted to move forward with it.”

Tasew said the federal government promised to get back to Ethiopian Airlines with a decision and the East African carrier agreed.

“In the first place, it was not our initiative, it was the initiative of the government. Now, if the government wants us to cancel the project, it is fine with us. We have no problem. If the government want us to continue with the project, the government has to solve the legal case in court. Otherwise, we are willing to support the Nigerian government in the establishment of the national carrier. So, we leave the decision to the Nigerian government.

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“We have no issues; we will not be disappointed if it is cancelled. We are just there to help. And if the parties ask us to help, change their mind, change its strategy, we are fine with that. This is what we told the Minister; that we respect whatever decision of the Nigerian government.”

‘We’ve no intention to kill Nigerian airlines’

“But in our opinion, what has been said in the media is completely wrong. If we go there, our goal is not to kill Nigerian airlines, absolutely not. We have no intention of killing Nigerian airlines. Definitely we have to set up a reliable airline, we have to provide the service that fits the needs of the Nigerian public. In fact, they have to be strong. If these airlines cannot be strong, they cannot compete. If they cannot compete, then some of them can go out of business. It is not peculiar to air transport business, in any business where there is competition. The stronger ones will grow, the weak ones will get dwarfed.

“So, a strong airline will force the other airlines to revisit their efficiency. To revisit their operation, to provide more dependable service from which at the end of the day the Nigerian pubic will benefit. So, they said if Ethiopian Airlines comes, it will kill us, no. We have no intention of killing them but to provide good service. And some say no, they will come with all their old aircraft, no; that is wrong. We will come with good young airplanes.

“It may not just be brand new but airplanes like the (Boeing 737) MAX. In fact, hoping that the airline will materialize, we had signed lease agreement from Canada to lease three 737 MAX, which are one and half years old. They are brand new aircraft. Now, Nigeria said no we don’t need it,” he said.

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Sanya Onayoade

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SANYA ONAYOADE is a graduate of Mass Communication and a Master of Communication Arts degree holder from the University of Ibadan. He has attended local and international courses on Media, Branding, Public Relations and Corporate Governance in many institutions including the University of Pittsburgh; Reuters Foundation of Rhodes University, South Africa and Lagos Business School. He has worked in many newspaper houses including The Guardian and The Punch. He was the pioneer Corporate Affairs Manager of Odua Telecoms Ltd, and later Head of Business Development and Marketing of Nigerian Aviation Handling Company (NAHCO Plc).

He has led business teams to several countries in the US, Asia and Europe; and was part of an Aviation investment drive in West Africa. He has also driven media and brand consultancy for a few organizations such as the British Council, Industrial Training Fund, PKF Audit/Accounting Firm and Nigeria Stability and Reconciliation Programme. He is a Fellow of Freedom House, Washington DC, and also Fellow of Institute of Brand Management of Nigeria. Sanya is a member of Nigerian Institute of Public Relations (NIPR), Advertising Practitioners Council of Nigeria (APCON) and Project Management Institute (PMI). He is a 1998 Commonwealth Media Awards winner and the Author of A Decade Of Democracy.
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Morak Babajide-Alabi

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Morak Babajide-Alabi is a graduate of Mass Communication with a Master of Arts Degree in Journalism from Napier University, Edinburgh, United Kingdom. He is an experienced Social Media practitioner with a strong passion for connecting with customers of brands.

Morak works as part of a team currently building an e-commerce project for the Volkswagen Group UK. Before this, he worked on the social media accounts of SKODA, Audi, SEAT, CUPRA, Volkswagen Passenger Cars, and Volkswagen Commercial Vehicles. In this job, he brought his vast experience in journalism, marketing, and search engine optimisation to play to make sure the brands are well represented on social media. He monitored the performance of marketing campaigns and data analysis of all volumes of social media interaction for the brands.

In his private capacity, Morak is the Chief Operating Officer of Syllable Media Limited, an England-based marketing agency with head office in Leeds, West Yorkshire. The agency handles briefs such as creative writing, ghostwriting, website designs, and print and broadcast productions, with an emphasis on search engine optimisation. Syllable Media analyses, reviews, and works alongside clients to maximise returns on their businesses.

Morak is a writer, blogger, journalist, and social media “enthusiast”. He has several publications and projects to his credit with over 20 years of experience writing and editing for print and online media in Nigeria and the United Kingdom.

Morak is a dependable team player who succeeds in a high-pressure environment. He started his professional career with the flagship of Nigerian journalism – The Guardian Newspapers in 1992 where he honed his writing and editing skills before joining TELL Magazine. He has edited, reported for, and produced newspapers and magazines in Nigeria and the United Kingdom. Morak is involved in the development of information management tools for the healthcare sector in Africa. He is on the board of DeMiTAG HealthConcepts Limited, a company with branches in London, Lagos, and Abuja, to make healthcare information available at the fingertips of professionals. DeMiTAG HealthConcepts Limited achieved this by collaborating with notable informatics companies. It had partnered in the past with Avia Informatics Plc and i2i TeleSolutions Pvt.

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Brief Profile of Ademola Akinbola

Ademola AKINBOLA is an author, publisher, trainer, digital marketing strategist, and a brand development specialist with nearly three decades of experience in the areas of branding, communication, corporate reputation management, business development, organizational change management, and digital marketing.

He is the Founder and Head Steward at BrandStewards Limited, a brand and reputation management consultancy. He is also the Publisher of The Podium International Magazine, Ile-Oluji Times, and Who’s Who in Ile-Oluji.

He had a successful media practice at The Guardian, Punch and This Day.

He started his brand management career at Owena Bank as Media Relations Manager before joining Prudent Bank (now Polaris Bank) as the pioneer Head of Corporate Affairs.

The British Council appointed him as Head of Communication and Marketing to co-ordinate branding and reputation management activities at its Lagos, Abuja, Kano and Port Harcourt offices.

In 2007, he was recruited as the Head of Corporate Planning and Strategy for the Nigerian Aviation Handling company. He led on the branding, strategic planning and stakeholder management support function.

His job was later expanded and redesigned as Head of Corporate Communication and Business Development with the mandate to continue to execute the Board’s vision in the areas of Corporate Planning and Strategy, Branding and New Businesses.

In 2010, he voluntarily resigned from nacho aviance to focus on managing BrandStewards, a reputation and brand management firm he established in 2003. BrandStewards has successfully executed branding, re-branding and marketing communication projects for clients in the private and public sectors.

Ademola obtained a M.Sc. Degree in Digital Marketing & Web Analytics from Dublin Institute of Technology in 2016, and the Master of Communication Arts degree of the University of Ibadan in 1997. He had previously obtained a Higher National Diploma (with Upper Credit) in Mass Communication from Ogun State Polytechnic, Abeokuta.

He has published several articles and authored five management books.

He has benefitted from several domestic and international training programmes on Brand Management, Corporate Communications, Change Management and Organizational Strategy.
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