- Mediapolis has scooped the £6 million brief to launch buzz, KLM's soon-to-launch low budget airline.
The agency pitched against Smith Bundy Carlson, which handles through-the-line advertising for the main KLM brand and has been assigned to the direct marketing brief for buzz. WCRS has already been appointed to the creative task.
Mediapolis used to handle media for Air UK, but when the low-cost airline was bought by KLM two years ago all the advertising business was put into KLM's agency, Smith Bundy, and Mediapolis lost out.
Tony Camacho, KLM's commercial director, told Campaign: "Back then we weren't unhappy with Mediapolis but we had to work with KLM's agencies. We like them [Mediapolis] and their offer is competitive."
buzz launches in early 2000 but tickets will go on sale in November, so the campaign should kick off in late October. The company is targeting independent travellers and business travellers with control of their own budgets. Camacho said advertising was likely to focus on outdoor and press.
Mediapolis' brief covers Europe, for which the budget should be £8 million, according to Camacho. But the bulk of work will be in the UK.
Existing UK low-cost airlines, Go - owned by British Airways - and independent Easyjet, spend £5.4 million and £2 million respectively.
The new service will fly from London Standsted Airport to Berlin, Dusseldorf, Frankfurt, Milan, Paris and Vienna and Lyons. Customers will be able to book by telephone or over the internet and travel will be tickletless.