Direct marketing on the move.

Australasian Business Intelligence, May, 2003

May 20, 2003 (B&T - ABIX via COMTEX)

KLM Royal Dutch Airlines has partnered with Flight Centre to regenerate its direct mail campaign. KLM's Simone Wickenhagen said database and direct marketing techniques would help the airline recover from the Iraq war and the severe acute respiratory syndrome (SARS) outbreak. Keith Stanley revealed Flight Centre also planned to change its paper-to-online channel ratio from 60:40 to 70:30 in late 2003. Wickenhagen believed patronage and frequent flyer schemes would shift from mass to one-to-one campaigns.

Publication Date: 16 May 2003

KLM GROUP LIMITED - ASX KLM: 

KLM ROYAL DUTCH AIRLINES:

FLIGHT CENTRE LIMITED - ASX FLT

By Sheridan Rhodes

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