Air France-KLM is today launching a new £1 million multi-platform tactical above-the-line advertising campaign that includes outdoor, print, online and mobile creative executions.
The three week campaign focuses across six main regions of the UK: London, Scotland, Birmingham, Manchester, Newcastle and Bristol.
It comes at a tough time for the airline, with Air France earlier announcing it would cut as many as 5,000 jobs.
The new KLM ‘Pack&GO’ campaign is the biggest spend by the Dutch carrier this year and marks the start of its autumn and winter marketing campaign – historically a key time for long-haul bookings.
The focus of the campaign is on popular business and leisure routes from the UK includingNew York, Johannesburg, Rio de Janeiro and Dubai.
All executions will utilise the airline’s distinctive blue livery pantone, coupled with accents of orange to reinforce KLM’s Dutch heritage.
The campaign launches today with T-sides on 700 London Transport double decker buses, meaning the creative strap line, ‘Super Deals to the World’, will be present on over one third of all London’s double deckers.
This will be supported by over 140 outdoor sites in Scotland, Birmingham, Manchester, Newcastle and Bristol.
The five regions outside London will also benefit from display ads in key print media including the Newcastle Journal, Manchester Evening News, Bristol Evening Post, Birmingham Mail and The Scotsman.
The creative used across smart phones and tablet computers and across all the online display banners, supported by a mix of MPUs, leader boards and skyscrapers is ‘Check out Pack&GO super deals at KLM.COM’.
A trigger on the KLM homepage will also be used along with a campaign dedicated landing page.
Says Vincent Kas, commercial director, Air France-KLM UK & Ireland, said: “The look and feel of our tactical Pack&GO campaign makes the KLM brand stand out in a hugely competitive market.
“Having a presence on more than one third of London’s double deckers will give us high visibility in the critical London market and the use of mobile banner ads for the first time is particularly relevant for the frequent flyer market.”