European Airlines Team-Up on Web Marketing

Alitalia, the national
airline of Italy and Holland’s KLM (Royal
Dutch Airline) have initiated a joint advertising venture that will involve
print, television, and for the first time, Internet marketing.

While each
company will maintain their individual Web sites, a new cooperative site,
which will be the backbone for all joint sales and marketing operations,
was opened recently under the title oneticket.com.
While still under construction, the site promised to become a unique
marketing tool within the airline industry.

Unlike most contemporary airline Web sites, the concept behind
oneticket.com, according to Alitalia executives, is to offer a variety of
information that is unique, interesting, and fun, while at the same time
fulfilling the needs of travelers and the purpose of both Alitalia and KLM.

“Web surfers will be able to download screensavers with images of the
fleet while it is airborne, at take-off and on night flights, as well as
historic photographs of the companies,” explained a spokesperson for
Alitalia. “The Marketing department, in collaboration with the Technical
Operations Department, has created a section devoted to Flight City where,
in the course of a virtual tour, photographs and filmed sequences are used
to illustrate infrastructures, maintenance and training activities.”

In addition to the novelties of the new site, oneticket.com will offer
traditional information, from flight schedules and ticketing to frequent
flyer programs. Clicking on various doorways of the site, viewers will
also be able to receive up-to-date information on global climatic
situations, attractions, events, and tourist information.

For example, if
one wants to find out what is playing at London theaters, they merely click
on the appropriate data button. In this respect, oneticket.com will take on
the role of a global tourist office.

Marketing the site is a major part of the Alitalia/KLM strategy, as
indicated by a representative of the joint venture.

“Customers will be able
to link to oneticket.com from both the Alitalia and the KLM Internet
sites,” the company said.
“Links have also been established on a variety of non-competing Internet
pages. Banners have also been established on the principal European search
drives to attract the attention of Web surfers.”

Print and television media will also direct viewers to oneticket.com,
which, according to Alitalia, is supported by Web advertising.