Kulula’s Biggest Re-brand Yet!
by Shane on 31/08/06 at 12:11 pm
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Not sure if you have noticed or not, but Kulula is in the process of doing massive re-brand!
I discovered this while trying to book flights for my family, flying from Cape Town to Durban over the Christmas period. Kulula came in as the most expensive airline in SA, beating SAA and BA hands down with a total flight cost of R 9592.00 for 2 adults & 2 kids! SAA came in the cheapest at R 4700.00 and BA came in at R 5100. Like what the heck is up with Kulula? Are they really trying to put themselves in another category that does not yet exist?
SA’s first low fare airline is in serious danger of becoming SA’s first highest fare ever airline. A very sad situation for Kulula and a great example of how to screw your brand over!
Afterthought: Maybe they need to make up some cash for their new psychedelic credit card. Keep your credit card Kulula and stick to what you were once good at!
Shane Dryden is the 'Maven' at Ideate. The driving-force of Yuppiechef, Shane loves to write on advertising and innovation. He spots the non-obvious stuff behind the obvious, which seems obvious, but isn’t really that obvious (obviously). View more articles by Shane.
