KLM Royal Dutch Airlines has launched an above-the-line creative developed by 3fish in a tree.
The campaign, advertising KLM’s one way fare promotions in the UK, was launched on 11 July and will run for eight weeks. The campaign will take the form of outdoor, print and online media.
Advertisements show an airline food tray segmented to show the all-inclusive services flyers receive on KLM.
The brief given to 3fish in a tree was to develop a simple and adaptable creative concept but which would remain distinctively KLM.
Verane Brissaud, marketing communications manager for AIR FRANCE KLM UK & Ireland, said: “At first glance low cost airlines are very competitive on price but when you add in their charges for hold luggage, beverages and so on the cost mounts up.
“In order to attract the cost conscious traveller, we needed to take a different creative approach, focusing on one-way fares but also clearly showing that on KLM, the fare you pay includes all services. Using the strap line of Amsterdam on a plate, the creative immediately tells you this is an all-inclusive price.
“The simple airline tray illustration and the bold stand out fare are very different to KLM’s usual tactical fare concepts, but we’ve ensured that the message is clearly KLM by remaining true to our core colours and typeface.”