By Eric Wamanji
For the past two weeks, palpable excitement was in the air. The country was visibly thrilled, rightly so, as the national carrier’s KQ Boeing 787-8 Dreamliner, gracefully took to the night skies in the maiden direct flight to New York, USA.
Kenyans were further entranced as the plane touched down at the JFK International Airport quickly applauding Captain Joseph Kinuthia, the Kenyan who piloted the massive bird. Such collective national prestige and pride are rare in our country – but then, the emblematic KQ delivered a fantastic national psychological boost.
Indeed, the KQ’s Dreamliner helped Kenya to break the psychological barriers imposed by restricted direct access to the land of opportunities. Getting clearance by the US in was some of rigorous initiation. It called for robust facility facelift complete with meticulous security system especially at this golden age of terrorism and drug traffickers.
National Asset
But then, the US route is iconic and of great significance to Kenya. Beyond cutting the travel hours KQ has emerged as a national symbol of hope and prestige. The airline now is an indisputable national asset of soft power that will, if strategically deployed, construct and project an amiable image of our country.
Soft power is the currency of success for states. And airlines have the prowess to entangle economics with politics to make countries look good and admirable. Thus the success of KQ will also determine our political and economic fortunes in the continent and even the region where we have to claim our hegemonic crown.
Indeed, in his book, Empires of the sky the politics, contests and cartels of world airlines, Anthony Sampson aptly captures the power of flag carriers: “Airlines and politics have collided with each other from the beginning. The airlines, as they changed the shape of the world, were also locked into the ambitions of nations.”
Memorable Experience
Our ambition as a country is to be great no doubt. And so, KQ will be our ultimate
ambassador on this route, more powerful perhaps than all the envoys in Washington combined. If KQ successfully delivers a memorable experience to passengers, connecting business, lovers, tourism, education or medication, such will be masterstroke for our national brand. It is the stuff with which legends are made.
Since Kenya’s public diplomacy is pitiful, and since we have read lamentation of wretched state of diplomatic missions abroad, and since we seem to have even hired crooks to head some of this mission, you understand why probably our pulse rate is not well felt globally. And that is why KQ is joining the league of our prolific athletes to market the country.
Therefore, those tasked with this route, and indeed, brand KQ, should understand that theirs is a duty beyond moving people and goods. They must truly appreciate that every step, every pronouncement and mannerism will be reflective of our country’s ideals.
Act Right
For the goodwill it is enjoying, KQ must also get its act right. Cases of flight cancellation, unexplained high fares, unnecessary industrial action, poor food and luggage handling should be things of the past.
Since it’s a strategic national asset, stakeholders, especially the government, must demand the highest of standards and performance of the airline. There is no room for mediocrity or sabotage. You can imagine the psychological thrashing that our country can suffer if we fail to rise to the occasion.
It is such audacity of taking to the skies, and cruising non-stop to the Mecca of commerce that is New York, that our dreams are taking shape. Indeed, the airline is carrying the dreams, the prestige and the future of the nation. Kenyans should never allow shenanigans and rent seekers to destroy this powerful social asset.
On this airline, it is the crew that embodies the country. Incongruous values will likely generate dissonance and therefore a blot on the fragile country image. This means that beyond the usual training of inflight attendance, our crew must inculcate in them a national pride and value system, warmth and civility, intellect and ethics that should be able to ooze to the airline users.
State-sponsored travels
The state too should be committed to ensuring the airline takes its pride on air. For a start, beyond guaranteeing for external financing, there must be a stringent policy demanding that all state officers, and state-sponsored travels utilise KQ.
True, such directives have been issued before. Unfortunately, in Kenya, like many other decrees, this has been flouted with impunity. This attitude should change and those who defy should be surcharged. But then, KQ should not abuse such a gesture to offer pedestrian services. Excellence in service is indispensable. That is what will set us apart.
We also hope that KQ will interlace in its inflight entertainment architecture briefs about Kenya’s strategic uniqueness like culture, pristine coastline, touristic attraction, investment opportunities, and cutting-edge technology in the region. As far as our public diplomacy is concerned, KQ and its crew have a strategic role to play.
ewamanji@yahoo.co.uk Twitter: @manjis