KLM to target UK gay community
Forner Dutch national airline KLM is going to target gay British travellers. The airline wants to win their loyalty by convincing them of KLM’s gay-friendliness.
The airline has launched a marketing campaign and a game called the KLM Gay Getaway. Participants in the game are to surf to a special website where they have to answer a series of questions based on photographs of gay destinations. First prize is a free flight to a KLM destination of their choice.
On a UK site, KLM-marketingmanager Verane Brissaud is quoted as saying: "The UK’s gay community is very internet savvy and many are very well travelled. We wanted to remind the LGBT community that KLM is an option for them when planning their next holiday, not only because we fly to the most gay friendly destinations in the world, but also because we fly from 15 airports in the UK to the rest of the world, via one of the world’s gayest capitals – Amsterdam”.
Target group KLM has been targeting gay customers for a number of years and in 2006 received a gay award. Earlier, gay-oriented marketing campaigns were launched in Germany, Spain and Italy. A few years ago, KLM was one of the main sponsors of the Amsterdam Gay Games.
The LGBT community is also an interesting target group because they often form two-income families without children. According to a KLM spokesperson, targeting specific demographics is business as usual, the airline alreaduy targets several other high-wage earning target groups, such as professional golfers and businessmen.
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