Kulula expands
September 1, 2008
On Tuesday 2 September 2008, Kulula will relaunch itself as part of a strategy to expand the company’s brand appeal, online presence, and product portfolio. Their new look will be unveiled in conjunction with the company’s revenue diversification strategy, including three distinct sub-brands to support the company’s growth within the country’s travel sector.
“In the last seven years, we have earned the respect of South African consumers and business people through our efforts to introduce more accessible travel options and innovative products such as the kulula credit card,” says Gidon Novick, joint CEO of Comair (kulula.com).
“Our trusted online brand is the basis for us to offer more cost-effective products.”
As part of the comprehensive online offering, kulula.com will include three different and corresponding brands:
Kulula air will allow you to book a flight, car or hotel stay; kulula travel allows you to book all-inclusive holidays and adventure packages; and kulula connect will enable customers to order simple and cost-effective communication products and services, including mobile Internet access and cell phones.
All of the new products will offer kulula customers the chance to earn kulula moulah toward free kulula flights, linking into kulula’s jetsetter club, kululu’s complimentary and trouble-free loyalty programme.
Marketing manager for kulula, Nadine Damen, said the company’s energizing new look emphasizes the respected kulula name in a more dynamic fashion and broadens the brand’s appeal. “Each with their own distinctive colours, the new sub-brands give us more flexibility to associate kulula with a wider array of products. Our fresh new look represents kulula’s optimism, simplicity and playfulness, something that will continue to be reflected in our advertising.”
Using the kulula green as a common element, each sub-brand has its own distinctive complementary colour. Set at a 10% incline – a similar angle at which planes take-off – the new corporate identity is active and motivating, with a cleaner, simpler look.
The new brand platform for kulula was created in affiliation with the Johannesburg office of Brand Union. Anthony Swart, CEO of Brand Union, said,” As an iconic South African brand, kulula represents youthfulness and independence. In repositioning their brand, The Brand Union eagerly accepted the challenge of conveying kulula’s distinctive values, personality and somewhat irreverent culture in a refreshing manner to a number of new markets and sectors.”
Source: www.bizcommunity.com