The Pack&Go initiative will focus on popular business and leisure routes during what has typically been known as the most lucrative booking period for long haul. The scheme will be focused on London, Scotland, Birmingham, Manchester, Bristol and Newcastle.
The campaign will start today (3 September) with KLM adverts appearing on one third of all London buses, 140 outdoor positions in the other locations and a targeted print and online media programme.
“The look and feel of our tactical Pack&GO campaign makes the KLM brand stand out in a hugely competitive market,” said Vincent Kas, commercial director for Air France KLM UK and Ireland. “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.”
The campaign will also include an e-mail newsletter sent out to the company’s 890,000 strong customer base and a push on social media channels.