CAMPAIGN-I: KLM targets niche markets with internet ad campaign

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

flight discount.



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

UK.'



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