The KLM Royal Dutch Airlines Challenge: When KLM wanted to increase traffic between the UK and Shanghai and Bangkok and reward travel agents who book flights between those destinations, they turned to their digital marketing agency, Imano, for a creative solution. In the past, KLM used paper-based, mail incentive campaigns. But KLM wanted to integrate this incentive with their trade website to raise awareness from travel agents of this dedicated information resource.

The Imano Proposition: Turn a travel agent incentive into a game of chance by creating an online ‘scratch and win’ campaign which could deliver instant win results in a sleek and fun online game format.

The Result:

Imano Develops Online Scratch and Win Campaign to Reward Travel Agents Booking UK - China Flights on KLM Royal Dutch Airlines

01-Sept. 2004 - London – Imano, the internet experts and KLM’s UK digital marketing agency, last week launched a new online scratch and win game for IATA travel agents who book tickets online between the UK and Shanghai or Beijing on KLM between Aug. 22 and Sept. 20.

The online scratch and win contest is part of a recent KLM campaign to build bookings to key Chinese destinations and drive travel agent traffic to its trade site: Imano is creating the graphics and programming behind the scratch card game.

“Since taking over as KLM’s UK digital marketing agency in May 2004, we’ve had a lot of success reaching KLM’s customers with email marketing campaigns and rich media graphic advertising,” said Ravi Damani, director of Imano. “This scratch and win campaign, aimed at travel agents in a business-to-business campaign, is the next step for KLM to focus in on and strengthen its online brand and build its online traffic.”

The interactive scratch card system was created by Imano using the latest Microsoft.NET technology and Macromedia Flash to deliver a seamless scratch card competition.

“We wanted to use an online platform as this allowed us to raise awareness of the trade website at the same time, it allows becomes more interactive and engaging, ultimately increasing usage as well,” said KLM Marketing Communications Manager David Paice. “Imano has helped us develop a creative and innovative campaign to reach this important audience.”

Message to Journalists

Graphics of the scratch card in print quality are available upon request.

To view the login page for the program, visit: To receive a sample login to trial the system, please contact Tracey Nugent at Tel: +44 (0) 207 253 0265 or Email:

Imano’s people are Internet Experts. Founded in 1996 Imano has a holistic approach to its client’s business growth built on: strategy, technology and marketing. Imano’s focus is on gaining and retaining ROI.

Imano’s client base ranges from: BP, KLM, Citigroup, ATE, Schlumberger, Standard and Poor’s, Foster Partners to School Disco.

Published on: 12:00AM on 6th September 2004