Code cracker machine is key to public relations campaign for airline

When the airline KLM needed a soaring public relations campaign to announce its new routes to the world, Polymedia gave hundreds of people the chance to win flights on a code machine as part of an integrated campaign.

Our specialists developed an eye-catching, integrated series of high-profile events including visual stunts, broadcast, social media and regional press to create a huge buzz.


The brief

The brief was to let potential passengers in Portsmouth and Southampton and around Hampshire know about new twice-daily flights from Southampton Airport to Amsterdam, from where travellers can easily fly on to anywhere in the world.


The campaign concept

The public relations campaign was built around the concept of IATA (International Air Transport Association) codes – sets of three letters that are used around the world to identify airports.

Based on Southampton’s SOU airport code, the campaign used the social media hashtag #SOclose2U to underline the message that KLM’s flights from convenient locations bring the world to your doorstep.

Find out more about our strategic PR services.