When I see anything to do with marketing in the press I pay attention … mainly because marketing is my bread-and-butter. It’s yours too, if you haven’t figured that out yet.
FIFA is coming to South Africa in a few short weeks and the country is getting ready. Of course there are the opportunists out there who have hiked up their prices for ridiculous reasons. British Airways (my favourite airline) has more than tripled it’s rates during the World Cup.
And so, as a challenge, Kulula.com had been marketing itself as an airline that won’t abuse the situation. Of course, they had to be very careful about how they market themselves because FIFA has very strict rules for marketing (even for people who have nothing to do with the World Cup).
According to IOL.CO.ZA Kulula.com was forced to withdraw it’s advertising campaign for the use of words like “South Africa” and depicting a Vuvuzela and the Cape Town stadium.
Personally I find it distasteful that anyone can tell me how to market my business. As long as it’s ethical, moral and legal … I should be allowed to do it. What pains me is that FIFA has forced our democratically elected government to pass laws making kulula.com’s marketing illegal.
It smacks of thuggery. FIFA isn’t a World Sports Body … it’s now moved into the realm of Mafia-stype business.
What are your thoughts?