The direct-sell brand will target business and leisure travelers flying to Berlin, Duesseldorf, Frankfurt, Milan, Paris, Vienna and Lyons.
Following the sales strategy of existing low-cost airlines, such aseasyjet, British Airways' go and Virgin Atlantic, customers will be able to book flights by telephone or the Internet. Travel will be ticketless.
The low-cost flight sector is set to grow from 5.4 million passengers in 1998 to 15 million in 2003, according to Mintel research.
A $6.4 million pan-European creative campaign will run through WCRS, London. Media is handled by Mediapolis and direct marketing by KLM uk's existing above- and below-the-line agency Smith Bundy Carlson.
Copyright September 1999, Crain Communications Inc.