“What is the first brand that comes to mind when you think of…?”. The result of a free, non-suggestive question, the Folha Top Of Mind award reaches its 34th edition in 2024, listing the Brazilian brands most ed by the public and consumers in different categories. For the eighth consecutive year, and with a score of 30 – that is, with 30% of the votes mentioned – GOL Linhas Aéreas, once again, was crowned champion in the Airline category, in the traditional survey conducted annually by the newspaper. FSP.
This question was asked by the Datafolha Institute to the Brazilian population in 7.543 interviews conducted between July 25 and August 7 of this year. Adapted to each of the 84 categories of products and services that make up the 2024 awards, the questions were asked in person to people aged 16 and over, in 171 municipalities in the country – both in metropolitan regions and in cities in the interior. The margin of error is 2% (up or down) and the confidence level is 95%.
GOL was founded 23 years ago, on January 15, 2001, with a new business model that gave most Brazilians the opportunity to use air transportation in the country. In this journey guided by the democratization of access, many people were able (and still are) to travel by plane for the first time with GOL. This is the materialization of the Company's purpose, which is to “Be the First for Everyone”.
“Being the most ed airline among Brazilians for 8 uninterrupted years is an honor for all of us at GOL and confirmation that we are on the right track. As a proudly Brazilian company that aims to shorten distances between people and between people and their dreams, we believe that delivering a travel experience consistent with the communication practiced, in addition to maintaining a unique, clear tone of voice that is increasingly close and consistent, are important points for brand recall. To remain the 'First for Everyone', GOL preserves and will preserve its simple, human and intelligent essence”, says Carla Fonseca, vice president of GOL and CEO of Smiles.
Communication and marketing
The constant search for more innovative ways of communicating, with the aim of maintaining excellent results, has been further intensified by the challenges imposed on the sector in recent years and the consequent reduction in media investment. New ideas, channels and narratives bring GOL ever closer to people, translating it as a simple, human and intelligent brand, creating a connection that keeps us as one of the airlines most ed by Brazilians.
The Company has a history of ing major events and marketing activations, an essential pillar for the Company's reputation. Being present at sports events, music festivals and theater shows as a sponsor reflects the values of the company, which is a great er of sports activities, diversity and Brazilian culture. All of this is intrinsic to the Company's DNA, allowing it to connect in a unique way with its Customers and the external public, strengthening the brand.
The Company also implements innovations in the area of communication, adding to the Customer journey – from the first to the final travel experience. The goal here is to attract and engage people through digital channels, offering personalized and meaningful services, in addition to improving the effectiveness of marketing campaigns through data analysis.
Another highlight is influencer marketing, which works with influencer profiles that represent the Company's emblem – “Being First for Everyone” -, with a diversity of audiences, travel styles and varied tips for followers to be inspired and want to travel with GOL, inside and outside Brazil.
Sustainability, #MeuVooCompensa and GOL Institute
A benchmark in sustainable aviation in the country, GOL was the first Brazilian airline to commit to a net zero carbon footprint by 2050, in the second quarter of 2021. In June of the same year, it was also the first in Latin America to offer its customers the option of voluntarily offsetting the carbon footprint left by their travels. This was the beginning of the great #MeuVooCompensa campaign. Also in 2021, the company launched the first two 100% carbon neutral routes in the country: Recife-Fernando de Noronha (temporarily suspended) and São Paulo/Congonhas-Bonito.
In June of this year, a GOL initiative ed by its fuel supplier in Brazil, Vibra, allowed the first SAF (Sustainable Aviation Fuel) in Brazil, through the Book & Claim system, which guarantees both sustainability and traceability requirements in the aviation decarbonization process. The pilot was part of Project Runway, an initiative by SkyNRG, a leading SAF company based in the Netherlands. The project ed GOL in reducing 180 tons of CO2 emissions through SAF claims. With SkyNRG supplying SAF to European airports, the Book & Claim approach allowed GOL to bring environmental benefits to Latin America.
Last September, GOL celebrated its 1-year partnership with eureciclo, whose goal is to build a sustainable world by valuing recycling and socio-environmental transformation. In 12 months, the Company offset 1.022,07 tons of recyclable waste discarded from onboard services, post-consumer. This means that for every plastic, paper, glass or aluminum package discarded during flights, the Company sent two other packages for recycling, i.e., a 200% offset. This number far exceeds the 30% recycled flooring required by the National Solid Waste Policy (PNRS).
Created in 2010 to meet the need to train specialized workers for the aviation sector, the GOL Institute was created in line with the value of sustainability and operated on five pillars: education, sports, civics, accessibility and assistance. Reformulated in 2023 to meet the requirements of the UN Global Compact 2030, of which GOL is a signatory, the Company's new Social Responsibility Policy established education as the main focus of the GOL Institute starting in 2024, divided into the pillars of literacy, vocational technical education and diversity, equity and inclusion.
For the 2024-2025 biennium, 6 tickets will be made available and distributed by the GOL Institute to the 36 social organizations chosen through a public notice and selection process – 20 organizations ed another 16 that were already associated with the GOL Institute, which encomes the Company's social responsibility actions.
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