Are you cancelling global destinations off your bucket list because of the heavy duty air fares? If so, KLM India's new campaign #LetsGoDutch might be the best thing you will see. The airline has launched a digital campaign to help people achieve their travel dreams by 'Going Dutch', quite literally. Conceptualised and executed by Mumbai-based digital agency CogMat, the campaign will leverage Facebook, Twitter and YouTube to woo customers. The brand will award the winning entry of its social media contest by paying half the air fare to one of the European destinations of the winner's choice.
#LetsGoDutch kicks off with a video which showcases popular and affordable European locations like Amsterdam, Dublin and Prague, sparking a desire to travel among three office colleagues. The humour-tinged video shows people from different segments of the Indian market who want to travel to Europe but are restricted from doing so due to high travel costs. The purpose of the campaign, as shown in the video, is to 'Go Dutch' with people and build a sense of camaraderie among KLM flyers.
Yeshwant Pawar, general manager, Air France - KLM, says, "KLM is proud to launch the #LetsGoDutch campaign. It caters to the needs of travel enthusiasts wishing to explore countries across Europe. We believe that our vision and innovative concepts such as these will bring us great results and help to build a deeper connect with our customers."
Talking about the campaign idea, Mitchelle Carvalho, co founder, CogMat, says, "The name of the campaign has twin origins - in the Dutch heritage of KLM and the practice of 'Going Dutch', which is popular among Indian youth. The concept of #LetsGoDutch is supported by the aspirations of people who would love to travel as extensively as possible, but are unable to do so. Our objective is to fully leverage our social media channels and engage with KLM fans across digital platforms, resonate with ardent travellers and create enthusiasm among them about the brand's offerings."