EXPERIENTIAL PR
2 million+ estimated campaign reach
RADIO
“Most successful ever” commercial regional radio campaign
ENGAGEMENT
City centre experiential stunts
KLM AIRLINES
Overview
KLM appointed Polymedia to create a high-impact experiential campaign to launch new international routes from Southampton Airport.
The brief was to generate buzz, increase awareness and support bookings through a bold, integrated campaign that combined media, social and real-world experiences.
#SOCLOSE2YOU
Results
We developed the #SOclose2U campaign, using airport codes as a creative hook to bring global destinations closer to local audiences.
The launch combined large-scale DXB and SOU airport code installations placed in key areas in Southampton and Portsmouth, without explanation, to stir up attention. This was combined with a phased programme of radio competitions, social media engagement and a live airport-themed gameshow in Southampton’s West Quay and Portsmouth’s Cascades shopping centres.
The campaign created sustained intrigue, culminating in
a ‘reveal’ led through commercial regional radio and supported by print and social channels.
Regional print media were engaged via a ‘reunion’ campaign to bring a lucky reader back together with a friend or family member from overseas.
The campaign delivered an estimated reach of more than 2 million people, generated extensive engagement across broadcast and digital platforms, and was described by the commercial regional radio partner as its most successful campaign ever in terms of social media performance and audience interaction.
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