KLM launches the first phase of a new online advertising campaign
this week aimed at increasing brand awareness, generating traffic to the
airline's website and targeting niche audiences.
The campaign is planned and bought by Zenith Interactive Solutions, with
creative by the brand's incumbent direct marketing agency, Smith Bundy
Carlson. It uses banner and animated pop-up advertising technology to
promote the airline's revamped website, www.klmuk.com.
The flight operator is targeting a number of niche groups with its
online promotion, including the student and gay markets. The campaign
focuses on KLM's ability to fly to Amsterdam from nearly every main
airport in the UK.
The airline is also trying to encourage more of its customers to book
their tickets online. Incentives to book online include a pounds 2.50
This is KLM's first online ad campaign since Pyott Design revamped its
website. Zenith won the KLM account in March following a four-way pitch
against Agency.com, ehsrealtime and Media Contacts.
Executions for the campaign will appear on sites including
cheapflights.com, the gay community sites gay.com and
therainbownetwork.com, as well as student. com and ministryofsound. com.
The ad on ministryofsound.com reads: 'Don't large it this weekend.
Amsterdam from as little as pounds 59. Click here to book online at KLM