Author: Joint CEO Simon Leslie

Ink’s business started in Beirut, a country that I immediately felt at home in. Some 25 years later, I have just had the most amazing similar feelings in Ethiopia. Power, positivity and momentum are immediately felt the second you touch down in Addis Ababa. 

The city exudes opportunity, and I could sense that same positive energy the second I met the CEO of Ethiopian Airlines, Tewolde GebreMariam.

Unrivalled in Africa

Simon meeting Tewolde GebreMariam

He is in charge of the largest airline on the African continent and has one of the most reputable aviation brands in the world.

They fly to an astonishing 125 destinations (making them the globe’s fourth largest airline by this metric) and have an ever-expanding route network using a very young fleet of planes. The airline has just announced that passenger numbers grew by 14% and that their operating revenue was up by 25% year-on-year. These guys are showing the world how to succeed.

They have created a clear vision for 2025 and we are now proudly part of that growth and foresight.

A complete re-imagining

Mock up featuring Selamta magazine and the podcast

On 1 November we relaunched a brand-new magazine for them called Selamta (which means “Greetings” in Amharic). This new bi-monthly inflight magazine has a bold new creative concept and radical redesign that aligns the publication with the airline’s proud, pan-African, future-focused vision.

We are also producing a series of podcasts, featuring Selamta’s exclusive cover interviews with Ethiopia’s biggest stars. Listen to our first podcast here

In the upcoming months, we will extend the partnership across multiple touchpoints of the passenger journey with a holistic multi-channel content strategy and international media sales. It’s going to be a great voyage.

As we said to the media gathered at the launch: “We have completely reimagined the cross-channel media offering for Ethiopian Airlines, with a bold print concept that spins off engaging stories into digital and social.

Voices shaping Africa

Ethiopian female beekeeper 

The new Selamta magazine is all about celebrating the voices shaping Africa’s future potential, today. Each cover story tells the success stories of stars with Ethiopian heritage through a travel lens.

The inaugural November-December edition carries an exclusive cover interview with charismatic celebrity chef Marcus Samuelsson, who also launches our new podcast series “A Coffee With...”, available to download and on board flights from January.

The fresh yet fact-heavy layout offers business insights from Ethiopia and the wider continent and travel inspiration framed by high-end photography. Within this context both the airline and advertisers can speak to millions of successful and affluent passengers flying in and around Africa and on to the rest of the world.

Be part of a significant moment

Habesha Beer

This new deal marks a significant moment for Ink, as it further strengthens our position in Africa and perfectly showcases the power of content and brand messaging when all channels align.

Ethiopian Airlines’ Chief Commercial Officer Esayas WoldeMariam said: “We are thrilled to be relaunching our inflight magazine and additional content in such a powerful way. We inspire passengers every day as they travel but now, the in-cabin and storytelling quality just got an upgrade.”

Our first edition of the new magazine sold out very quickly attracting top name advertisers including Commercial Bank of Ethiopia, Habesha beer (which is brewed locally - and delicious!) and international brand names including Philips, phone manufacturers TECHNO, excavator company CAT, hotel chain Ramada and money experts Western Union. It was a BUMPER edition.

So, come talk to us about how we can get you in front of the most powerful and connected audience spanning the African continent and beyond. Contact Benjy on and get on board this 2025 vision early.

As one of my favourite quotes says: “One way to keep momentum going is to have constantly greater goals.”