South African airline Kululua Airlines recently turned to its internal creative team for a rebranding initiative that has drawn global attention and spread across the social Web thanks to bloggers and Twitter users. Not only did Kululua Airlines’ creative team decide to change the color of the company’s planes to fluorescent green, but they also decided to turn the planes into flying blueprints.
Under the rebranding, the new planes carry the name Flying 101 on their sides along with labels depicting where the various parts of the plane are and what they’re called. Check out the pictures below. I’d like the seat by the black box please.
The online buzz for the new Flying 101 planes started before the actual planes began flying, and now people are spotting them in the sky and talking about the fueling both online and offline buzz. The rebranding is fun but it also doesn’t take itself too seriously (e.g., the labels on the plane include the “mile high club initiation chamber”), making it perfect fodder for a viral conversation.
There is no doubt that the redesigned planes are attention-getting and memorable. What remains to be seen is if the onboard experience matches the expectations for the brand that the new planes create. In other words, the planes are different, will the Kululua Airlines experience be different, too, or will it be the same as any other airline? Afterall, one of the labels on the plane does show where “Kululua Fans” can be found within the planes. It’s up to Kululua Airlines to make sure they can keep those fans and add new ones.
So what do you think? Is the new Kululua Airlines rebranding initiative a good long term strategy or a short term tactic that will fizzle out sooner rather than later? Take the poll below and share your opinion. If you can’t see the poll, follow this link to take it.
Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.
She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
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