KLM UK picks WCRS to create new campaign

KLM UK has appointed WCRS to handle its advertising account after holding preliminary discussions with TBWA, Fallon McElligott and Delaney Fletcher Bozell.

KLM UK has appointed WCRS to handle its advertising account after

holding preliminary discussions with TBWA, Fallon McElligott and Delaney

Fletcher Bozell.



The Dutch airline, KLM, bought the budget carrier, Air UK, two years

ago, to form KLM UK. Until now the airline has been working exclusively

with Smith Bundy Carlson, a direct marketing agency, on all its

advertising projects.



David Smith, the marketing communications manager at KLM UK, said: ’As

our business grows and develops we felt it would be useful to be able to

call on an extra creative sounding board to complement the excellent

work that Smith Bundy Carlson already produces for us. We were

particularly impressed with the work we have seen WCRS produce for a

number of its clients.’



KLM UK’s appointment of an above-the-line agency is expected to signal

an increase in the company’s overall advertising spend, which now stands

at pounds 3.5 million.



The airline’s highest profile campaign to date ran on television, press

and posters for two weeks in February. The television commercial

featured a swan on a lake preparing for take-off and the endline: ’From

all over the UK to all over the world.’



Jonathan Rigby, an account director at WCRS, said: ’Straight away we

could see the chemistry in the way KLM UK wants to work and the way we

already operate.’



Most of KLM UK’s flights still travel via Amsterdam. The airline claims

to offer a middle-ground alternative to premium-fare business airlines

and low-cost, no-frills operations.



Air UK has been a wholly owned subsidiary of KLM Royal Dutch Airlines

since July 1997, when the Dutch carrier acquired the outstanding 55 per

cent shareholding, a move approved by the European Commission the

following November.



The relationship between the two carriers stretches back to the 80s,

when Air UK began to develop its network outside the UK. Air UK operated

feeder services from UK regional airports into KLM’s own home base of

Amsterdam’s Schipol airport.



KLM UK flies to Amsterdam from 17 local airports. From there, KLM, with

Northwest Airlines, offers flights to more than 400 destinations

worldwide.