Campaign for 'You Know What'
When most airlines increased their fares before the 2010 FIFA World Cup, kulula.com did the opposite. They knew that if they kept their fares down, they'd have the public?s full support. Which is exactly what happened when we executed our carefully thoughtout plan to claim the title of ?Unofficial National Carrier?. FIFA reacted; kulula got a lot of attention in the media and South Africans loved the airline even more.