Buzz campaign aims for adventurous youth

By DOMINIC MILLS, campaignlive.co.uk, Monday, 27 September 1999 12:00AM

Media which have a particular youth and adventure appeal are likely to be the main media vehicles for Buzz. The KLM-owned budget airline last week appointed Mediapolis as its media planning and buying agency. The agency will target outdoor, radio and selected press titles.

Media which have a particular youth and adventure appeal are likely

to be the main media vehicles for Buzz. The KLM-owned budget airline

last week appointed Mediapolis as its media planning and buying agency.

The agency will target outdoor, radio and selected press titles.



There could also be a significant new-media element.



Buzz, effectively the former Air UK, will fly from Stansted to such

destinations as Berlin, Dusseldorf, Milan, Paris, Vienna and Lyon. The

UK launch budget is pounds 4 million, with another pounds 4 million to

be spent in continental Europe.



The move puts Buzz head-to-head against Go, Ryanair, EasyJet and

Debonair.



’Go will be the closest model to Buzz,’ said one observer.



KLM marketing manager David Smith said: ’ We won’t only target people in

London and the South-east. Stansted is accessible from most parts of the

country.



’New media and direct response is a large part of our strategy. Clearly

press is important. We have to achieve share of voice there. We are

undecided on TV.’



Go spent pounds 5.4 million in the year to June, according to MMS,

followed by EasyJet with pounds 1.7 million, Ryanair with pounds 1.6

million and Debonair with pounds 400,000.



This article was first published on campaignlive.co.uk

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