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KLM conducts street promotion

Airline KLM recently conducted a promotion in Montreal promoting its flights from Canada to Europe. Developed by Bleublancrouge, the promotion made use of a billboard suspended from a crane depicting a jet airliner. An installation on the ground consisted of an airliner throttle control. Passersby were invited to push the throttle, releasing a burst of gas similar to the contrail of a jet engine. Thirty participants were invited to push the throttle a second time as part of a contest element, with one consumer receiving two KLM tickets to a European destination of their choice.

"We were fascinated by the idea, from its originality and the experience it would deliver to participants, to the sheer size and scope of staging it in an urban setting," said Jean-Noël Rault, vice-president and general manager of Air France KLM Canada.

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