Mediapolis has scooped the pounds 6 million brief to launch buzz,
KLM’s forthcoming 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 ad work was put into
KLM’s agency, Smith Bundy.
Tony Camacho, KLM’s commercial director, said: ’We weren’t unhappy with
Mediapolis but we had to work with KLM’s agencies. We like them
(Mediapolis) and their offer is competitive.’
The service launches in early 2000 but tickets will go on sale in
November and the campaign is expected to kick off in late October. The
airline is targeting business and independent travellers. Advertising is
likely to focus on outdoor and press.
Mediapolis’s brief covers Europe, for which the budget should be pounds
8 million, but the bulk of work will be in the UK.
Buzz will fly from London Standsted to Berlin, Dusseldorf, Frankfurt,
Milan, Paris, Vienna and Lyons. Travel will be ticketless and customers
will be able to book by phone or over the internet.