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“PR like a pro / ‘KLM needs to do something to draw attention and earn media, instead of trying to outspend the others,’ Ralf Hesen, strategy director at DDB & Tribal, told Contagious. ‘KLM’s brand is its most differentiating asset.’ As we explained in our case study, KLM has significantly less marketing budget than some of its competitors and can’t afford to spend money on a global TV spot, so PR and social media have become an important part of its international marketing strategy.”
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