KLM targets UK-based Chinese and Africans
Posted 18/10/2011
KLM is launching a new campaign targeting Chinese and African ethnic communities in the UK.
The focus on the Visiting Friends and Relatives (VFR) market is to highlight the airline's strong network across Asia and Africa.
The 8-week long multi-platform campaign, which begins on Wednesday, includes direct mail to more than 500,000 Chinese and African origin households within 2 miles of Heathrow and City airports, SMS and online advertising on key sites.
The creative theme is reconnecting, which is reinforced by emotive visuals showing people hugging and the strap line 'Surprise Them With A Visit'.
KLM flies from 15 airports in the UK to eight destinations in China, including Beijing, Chengdu, Guangzhou, Shanghai, Hong Kong, Hangzhou, Xiamen and Taipei.
Air France and KLM fly from 24 airports in the UK and Ireland to 35 destinations in Africa.
By Diane Evans
Originally published 18 Oct 2011 at: http://rss.feedsportal.com/c/398/f/5923/s/19589fe8/l/0L0Stravelmole0N0Cstories0C11498320Bphp0Dmpnlog0F1/story01.htm
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