In the past KLM has done a campaign in which travelers were attracted to design their own unique luggage tags. Because of the success we are doing it again, this time world wide and by using new media. More than 50,000 fans have already been attracted to the KLM Facebook account.
CAMPAIGN To generate data and to increase the KLM fan base, Facebook users can now order their own personalized luggage tags. KLM gives away free luggage tags to create brand awareness and acquire e-mail addresses. You can easily pick a photo from your Facebook account or upload your own picture. People can check the gallery to view uploaded pictures of others for some inspiration.
To create awareness around the campaign the website is integrated with Facebook. The use of Facebook stimulates word of mouth, as the Facebook user becomes an endorser of KLM. The worldwide campaign will be executed in the United States, Mexico, Canada, and 21 European countries. Icemedia developed the concept, strategy and created the implementation for the complete campaign. The banners and other communication on Facebook are continuously optimized to get the best results.
OBJECTIVES AND TARGET GROUP
• Target group: Users of Facebook who love to travel • Data generation • Create awareness • Increase the fan base of KLM
