kulula's new campaign takes off

kulula puts the fun back into flying with its new 'You Gotta Love Flying' campaign.

Johannesburg, 25 October 2010: kulula's new television advert blasts onto South African television screens tonight. Filmed at Lanseria airport and inspired by the classic film, Top Gun, the advert tells a characteristically humorous story about a kulula staff member who loves to fly, played by 24-year-old actor Jignesh 'Cruise' Thakor.

The ad kicks off kulula's 'You Gotta Love Flying' campaign, which aims to remind its customers about kulula's passion for flying. "Today flying has become a chore, linked more to anxiety and frustration than to fun," says kulula.com Marketing Director Heidi Brauer.

The 'You Gotta Love Flying' campaign, which rolls out from this month, aims to shift these perceptions and re-instill the sheer joy of travel. "At kulula, we never forget that flying should be a special experience," explains Heidi. "We hope this series of funny ads depicting people with a passion for taking to the skies will remind South Africans of this."

From a brand re-positioning perspective, Heidi explains that the campaign aims to "re-energise and refresh the kulula brand, reignite its internal and external relationships, and re-establish the 'kulula difference' in the market."

As a local brand, kulula emphasises featuring South Africans in its advertising. "Aside from the lead actor, we've made a point of including a range of kulula staff in all the ads in this campaign, which is something we like to do in all our commercials," explains kulula.com Marketing Manager Nadine Damen.

The TV ad flights tonight on etv between 21h00 and 22h00, and on SABC and DSTV over the next three weeks. The campaign will also feature outdoor exposure and national radio coverage from November, as well as digital exposure and a facebook application.

View the behind the scenes footage of the TV ad.