Kulula's new advertising campain has culminated in a Boston Terrier, recently named Sepp Blatter, given free flights courtesy for the duration of the 2010 World Cup.
The low-cost flier took out an advertisement in the Sunday Times newspaper directed at FIFA President Sepp Blatter, offering him free flights during the soccer tournament.
"Responding to an advert placed by the low fare airline in the Sunday Times, the dog's owners pointed out that the offer didn't specify which Sepp the ad referred to, so their pet was eligible to take advantage of the free flights," Kulula marketing manager Nadine Damen claimed in a statement.
'Sepp changed his name'
"Sepp, the dog, changed his name specifically to take up the offer," she said.
Damen said Kulula made the offer to the world football body's president as a "conciliatory gesture towards the human Sepp following well publicised criticisms from FIFA of... Kulula".
"We really wanted to make a gesture to Sepp Blatter for putting on such a great show and to make up for our somewhat cheeky advertising telling people how reasonable our fares are."
Unofficial National Carrier of...
Kulula got in trouble with FIFA in the run-up to the Soccer World Cup when it published an advert in which it said it was the "Unofficial National Carrier of the You-Know-What".
FIFA ordered Kulula to withdraw the advert, saying it was a breach of FIFA's trademark.
Saving a seat for a Boston Terrier
Damen said Kulula did not mind flying Sepp the dog, instead of FIFA's Blatter, around the country.
"We were somewhat surprised that instead of flying the president of FIFA around we'll now be giving a seat to a Boston Terrier, but he's really quite cute and very well-behaved, so why not," said Damen.
Animals are not restricted to the hold during flights, according to Kulula's PR team, and, with the aircraft captain's permission, Sepp has apparently occupied a regular passenger seat for his flights.
"Sepp (the dog) will be enjoying flights to Jo'burg and Durbs over the next few weeks. Having impressed Kulula with his sparkling personality and canine good looks, his trips will be covered on the Kulula facebook page."