GayLM

20 Sep 2010 - The KLM is aiming for the pink dollar. The Dutch Royal Airlines have started an advertising campaign in the UK particularly targeting gay customers. A special website is developed to motivate the gay community to fly KLM to the gay capitals of the world (Amsterdam, San Francisco, Berlin). The KLM will soon fly from 15 cities in the UK to Amsterdam, and from there to cities all over the world. Gay people are considered an attractive clientele, because they travel a lot and have good money to spend, as many do not have the responsibility for children. KLM marketing manager Verane Brissaud argues that gays also have more free time to travel, as they do not need to raise the kids. However, he also plays down the extra attention for the gays, as he explains that KLM also has special campaigns for business men and women, golfers, sun-lovers and elderly. KLM's marketing strategy is merely a matter of increased segmentation, which is a worldwide trend. SAS has already responded, they have opened a special flight from Stockholm to New York offering the possibility to gay couples to get married in mid air.