Company profile

• One of the world’s largest airlines
• Fierce competition on short-haul distance flights from low-cost carriers (Easyjet, Baboo) in Switzerland
• Strategic decision to steer away from local competition and focus on Air France-KLM network strength for the long-haul flights and the premium economy class
• Reason for a campaign targeting expats: reaching out to a group of frequent travellers, not targeted by competitors
• Client was looking for a partner with a strong reach and advisory capabilities

Campaign

• Main goal: increasing sales
• Target group: expats based in Switzerland only
• Promote long-haul routes from Switzerland
• Frequent banner changes to accommodate seasonal demand
• Geo-targeting to promote specific connections to certain groups

Results

• Strong, positive ROI in Switzerland
• Generation of sales outside of Switzerland
• Referrals to other marketers within Air France-KLM
• Client particularly satisfied with geo-targeting features of ads