All eyes are on South Africa for the 2010 World Cup. The opportunities for brand visibility are endless for its sponsors, and many companies have benefitted from the heavy international exposure. According to online intelligence service Experian Hitwise, South African Airways’ World Cup Brands Index score has jumped from 109 to 205, and its internet search queries have more than doubled, making it the brand that has benefitted the most from its official sponsorship of the game according to Hitwise. The World Cup generates a lot of demand for travel, and the increased traffic to SAA’s website could represent a greater number of travelers choosing this airline after seeing the brand as a World Cup sponsor.

SAA’s brand equity has undeniably received a large boost thanks to this investment in World Cup sponsorship which has increased brand awareness. The widespread exposure is especially valuable because it is not available to other brands—Kulula, another South African airline, was recently ordered to withdraw an advertisement that said that it was the “Unofficial National Carrier of the You-Know-What.” FIFA lawyers deemed that the campaign violated SA law against “ambush marketing,” by trying to associate itself with the World Cup for unauthorized promotional benefit.
This is not the first time that Kulula has grabbed headlines for controversial marketing strategies. Earlier this year, it launched a fascinatingly off-kilter new look as part of its rebranding efforts. Dubbed “Flying 101,” a fleet of its Boeing 737-800s were painted neon green and given tongue-in-cheek labels that highlight various parts of its interior. Arrows draw attention various compartments, including the black box, engines, and passenger seating area—cleverly labelled “Kulula fans.”
The labels are a winning melange of educational and entertaining. This innovative makeover generated plenty of online buzz, especially on Twitter and high profile blogs. As a result, the company benefitted from free publicity before the planes had even touched South African soil. The brand also stood out as differentiated from its competitors, a key aspect of building brand equity, especially for start-up brands.
The success of this low cost airline’s rebranding efforts lies in their ability to make flying fun again. Breaking away from air travel’s typical associations with stressful security checks, long lines and soggy food, this campaign gives the brand a light-hearted, playful image that is sure to appeal to its target audience: student travellers on a budget.