08:49 | 24th April 2019

Travel: Tried & Tested

Wed 28 Jul, 2010
By Sam Bristowe

KLM has long been a supporter of the gay community in the Netherlands so targeting the UK’s gay community is a logical next step for us

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KLM Royal Dutch Airlines’ has launched a new game to help entice the lucrative gay travelers in a bid to cash in on the illusive pink pound.

The Viral game, which targets the gay audiences in blog sites, social media sites and networking sites in the UK, is entitled The KLM Gay Getaway.
Designed by a London based agency, 3 fish in a tree, it aims to “marry up the top hottest gay capitals around the world with where KLM fly to, and to use this as the basis of the quiz”.

It will take players on a virtual tour of all of KLM’s gay destinations where they will answer a series of multiple-choice questions and be entered into a prize draw to win flights.

KLM marketing communications manager Verane Brissaud, reportedly commented: “KLM has long been a supporter of the gay community in the Netherlands so targeting the UK’s gay community is a logical next step for us. The UK’s gay community is very internet savvy and is active on a wide range of social media sites and blogs. It therefore made sense for our first gay specific project to target the online community in a light-hearted, entertaining fashion. We’re confident that participants of the game will encourage their friends to take part and will write about it, tweet about it and generally create word of mouth talkability.”


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