kulula launches controversial rebranding
2013-03-06 16:02
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Makarapas, Nik Naks, biltong and Jack Parow - we check out kulula's fun-filled proudly South African event at Lanseria.
Johannesburg - In what can be described as a bold move, kulula has all but hijacked South African Airway's (SAA) recognisable branding for the proposed livery of their Boeing 737-800 fleet.
The airline revealed its intentions in a press release on Wednesday, saying that it has confidently branded its new fleet with the slogan "The Most South African Airways", as it prides itself on flying locals from all walks of life all over South Africa's skies.
"We thought long and hard about a slogan that truly represents who we are as an airline and communicates our passion for South African travel, and this was the most fitting. We are proud of it and are sure it will be well received by our fans," says Nadine Damen, kulula's marketing manager.
This comes shortly after kulula's operator, Comair, launched a High Court challenge against the R5bn government guarantee for national carrier South African Airways.
Comair CEO, Erik Venter, explained what may seem like an extreme move, as follows: "Comair's sole objective is to attain a level playing field in the domestic aviation market to ensure that all airlines face the same risks and the same requirements to operate on sound commercial principles. By receiving government bailouts SAA avoids this commercial reality and this negatively impacts on all current and potential airline operators."
kulula (from the Zulu word meaning "easily") is South-Africa's only privately-owned low-fare airline, and the only low-fare airline that is accredited with IOSA (IATA Operational Safety Audit), the global safety benchmark that ensures that a high standard of safety is upheld.
Since its inception in 2001, kulula has made it more affordable for South Africans to fly and has since become the largest online retailer in the country.
What the proposed branding will look like. (Image supplied)
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