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The airline company KLM Royal Dutch Airlines announced an activation on Paulista Avenue in São Paulo to celebrate diversity and support the LGBTQIA+ community. From October 12th to 15th, the company will be conducting the initiative “Pride Place KLM – Diversity Takes You Further” at Shopping Cidade São Paulo.
During the period, KLM will transform an airplane seat into a personalized space featuring the colors of the LGBTQIA+ flag for passersby to show their Pride: taking photos and/or recording videos to share on social media using the hashtags #LugarDeOrgulho and #KLM. Those who participate in the campaign will have the opportunity to enter a draw for a trip to Amsterdam in 2024, with a companion. The drawing will take place on October 15th at 11:00 PM, and the winner will be announced on October 16th.
The campaign will also feature a timeline highlighting KLM’s history of support for the LGBTQIA+ cause. Since 1998, when it sponsored the Amsterdam Gay Games, the company has shown its support for social responsibility initiatives related to the LGBTQIA+ community. KLM has also recently partnered with the NGO Casarão Brasil, which provides support and housing for the LGBTQIA+ community in vulnerable situations.
“We are committed to promoting diversity and inclusion, regardless of sexual orientation or gender identity, as we believe that everyone should be treated with respect and dignity”, Sylvain Mathias, Commercial Director of the Air France-KLM Group in South America, stated.
The campaign is a collaboration between KLM and the Hands agency. “We believe that an activation like this is a powerful tool to evoke emotions and create connections. Our goal is to create campaigns that are memorable and generate a positive impact in people’s lives”,Marcelo Lenhard, CEO of Hands.agency, emphasized.
The event “Lugar de Orgulho KLM – A diversidade te leva mais longe” will take place at Shopping Cidade São Paulo, on Paulista Avenue, from October 12th to 15th, from 10:00 AM to 10:00 PM.
Service
Pride Place – Diversity Takes You Further
Location: Shopping Cidade São Paulo – Avenida Paulista, 1230 – São Paulo (SP).
Date: October 12th to 15th, 2023.
Time: 10:00 AM to 10:00 PM.
*Just attend the activation and register on-site. For more information about the promotion, including regulations and the SRE authorization certificate, the details are available at www.klm.com.br. AUTHORIZATION CERTIFICATE SRE/ME No 06.030085/2023
Technical Information:
CEO: Marcelo Lenhard
COO: Emili Radunz
CCO: Bruno Pavani
Operations Manager: Fernanda Sério
Creative Director: Tom Soraire
Head of Creative Planning: Maurício Quitero
Head of Client Services: Vanessa Bonfanti
Project Manager: Bruno Gomes
Director Art: Suzana Barboza
Copywriter: Juliana Simões
Executive Producer: Emerson Fernandez
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