KLM launches nine-month Facebook initiative

KLM: runs Facebook competition for Buenos Aires flights
KLM: runs Facebook competition for Buenos Aires flights

KLM Royal Dutch Airlines has created a nine-month Facebook campaign targeting its UK consumer base, to drive the brand's digital engagement.

The activity, called 'The Travel Diaries' goes live today (4 May). It gives KLM's Facebook fans access to a series of films showcasing nine popular cities across the globe – Buenos Aires, New York, Lisbon, Rio de Janeiro, Vancouver, Berlin, San Francisco, Amsterdam and Havana.

The videos give users a snapshot of each city and encourage them to enter a competition to win a pair of tickets to each destination.

KLM will open the draw for a new destination each month. In order to enter the competition, consumers must become fans of the KLM Facebook page and answer one question about the short film on display.

Winners will be announced at the end of every month, before the competition for the next destination is opened.

KLM said that it hopes to increase its 47,000-strong UK Facebook fanbase by at least 6,000 followers, and will support the campaign with alerts to its 675,000 newsletter subscribers.

Last October KLM launched a campaign simultaneously with airline Air France, which is part of the same group, to target the Chinese and African communities through direct, digital and SMS activity.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES


 

 

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer