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KLM 'Journeys of inspiration'

Agency: DDB

Client: KLM

KLM Royal Dutch Airlines has unveiled its first TV ad in years, as part of a campaign including print and broadcast media.

The TV spot is part of a global re-brand for the carrier, ‘The Customer Journey’ and will take place over the next four years.

KLM is hoping that by putting the passenger at the centre of its brand it will distinguish itself from its competitors.

KLM carried out extensive data analysis and research among its passengers, analysing eight million pieces of information and conducting over 100 in-depth focus group interviews.

The research revealed that passengers have three basic needs: time, attention, and comfort- needs which have served as a basis for KLM’s re-brand and will continue to serve as a guideline for further developments in KLM’s products and services.

Using ‘The Customer Journey’ as the focus, Landor Associates’ take on the KLM experience was to emphasise the airline’s Dutch-ness and focus on the core elements that distinguish the Dutch character – friendliness, openness and genuineness.

These qualities are encapsulated in the new positioning of ‘Refreshingly Genuine’ which will see KLM focus on the customer’s personal needs with products and services to back this up, supported by a engaging and caring approach.

Immediate signs of ‘The Customer Journey’ ethos can already be seen in key areas of KLM’s product development such as in-flight language courses, wireless business lounges, mobile boarding passes and much more.

Erik Varwijk, executive vice president KLM Commercial explains, “We wanted to ensure that our products and services are even better tailored to the specific needs of the different business and leisure customers we serve.”

The new TV advertisement, which launches across Europe on 6 November was created by DDB.

Marc Lammens, vice president marketing and brand, KLM Royal Dutch Airlines, adds, ‘In a global downturn competition becomes more intense so it is crucial for brands to ensure that they engage with their customers. By focusing on the brand’s signature colours, and emphasising our Dutch heritage, we’ve aimed to produce a campaign that inspires frequent flyers, has a fresh, engaging feel and is inalienably KLM.’

The TV ad, in 30 second, 40 second and 60 second formats, will feature across key UK and European channels in a five-week heavyweight campaign targeting key audiences with an emphasis on peak time viewing. Channels include Sky News and Eurosport.

In addition, a European press campaign kicks off in key markets on 6 November for 7 weeks with a combination of executions reflecting the visual style of the TV campaign. In the UK key titles include The Times and Sunday Times.

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