Capital FM, Kenya Airways ink deal covering travel, lifestyle and sustainability

NAIROBI, Kenya, Oct 29 — Capital FM and Kenya Airways have signed a year-long strategic partnership to expand audience engagement, develop joint content and create new opportunities across travel, lifestyle, events and sustainability. The agreement, signed on Thursday, brings together the two Kenyan brands as Capital FM marks 30 years in broadcasting and Kenya Airways prepares to celebrate its 50th anniversary in January 2027. Kenya Airways General Manager for Digital, Brand and Marketing Martin Gitonga and Capital FM Managing Director Symon Bargurei said the partnership would explore opportunities for joint marketing, events, audience engagement and storytelling. Gitonga stressed the agreement would build on the brands’ longstanding relationship, creating opportunities for collaboration beyond conventional advertising. “We are happy to be back here. We are looking forward to doing much more,” he said during the signing ceremony at Capital FM’s offices. Kenya Airways General Manager for Digital, Brand and Marketing Martin Gitonga (left) and Capital FM Managing Director Symon Bargurei (right) said the partnership would explore opportunities for joint marketing, events, audience engagement and storytelling/CFM Bargurei noted Capital FM was entering a new phase focused on expanding its reach and strengthening its identity as a pan-African media brand. “Our next phase, we are calling it the next flow, which is basically moving into being an integrated African media brand,” he said. He said Kenya Airways’ experience connecting markets and businesses across the continent could support Capital FM’s regional ambitions. “We want to participate and ensure that we deepen our engagement with KQ,” he added. Joint focus on travel, content and audience experiences The partnership will cover six areas: travel and connectivity, content and storytelling, sports and lifestyle, customer loyalty and audience engagement, talent development, and sustainability and social impact. It seeks to combine Capital FM’s reach across radio, digital, social and experiential platforms with Kenya Airways’ regional and international network to create joint campaigns, content and audience experiences. Gitonga cited sports as a key area of interested noting it presented opportunities to connect audiences with travel experiences, including through partnerships around major sporting events. “If you look at just the sports part, that will keep us very busy as Kenya Airways. And at every juncture, we want to bring everyone in different price points in terms of how we’re able to transport you there and the partnerships,” he said. Bargurei noted the collaboration would also create opportunities to tell stories about business, culture and the connections that air travel makes possible. He explained that Capital FM intended to continue its sustainability town halls in 2027 and introduce sustainability awards in the third quarter, creating opportunities to work with Kenya Airways on responsible business practices and community engagement. “We’d be more than happy to work with KQ. If you look at KQ and what they do, a lot of their practices actually are sustainable to a large extent,” Bargurei stated, affirming Capital FM’s commitment to sustained dialogue to sustainability. Gitonga cited waste reduction and upcycling among the sustainability initiatives pursued by Kenya Airways, including turning old Msafiri magazines into products sold onboard. “We do a lot of upcycling. So, the old Msafiri Magazine is turning to beads, which we actually now sell even on board,” he noted. The partnership also identifies talent development as an area for collaboration, with opportunities to support emerging talent through mentorship, industry engagement and exposure. Gitonga described the collaboration as an opportunity to bring the two milestones together under the theme of “30 meets 50”, building on the brands’ shared Kenyan identity while exploring new ways to engage audiences.