KLM Royal Dutch Airlines is launching a new platform to highlight the brand as demand for travel increases and Canadians seek more meaningful travel experiences.
“Travel Well” aims to underscore that KLM, founded in 1919, still cares about its customers by helping them create more meaningful connections at every stage of their journey, Barry ter Voert, KLM CXO and EVP business development, tells MiC. “We want to show that travel should be about more than just getting from point A to B. Travel is about creating meaningful connections with people, places and experiences,” Voert says.
He adds that the platform is not a new strategic approach for KLM: “It brings the brand back to the core of what the company is about.”
“Travel Well” comprises a video and several spots, featuring various destinations covered by the airline and historical clips of its aircrafts to highlight its years of experience. All the ads will be promoted on social media, various digital platforms and digital screens at Calgary, Edmonton and Toronto Pearson international airports. Dentsu is handling both media buying and creative.
“OOH ads offers a dynamic and versatile approach to reaching our audience by targeting high-traffic areas with impactful visuals, but also allowing precise targeting and interactive engagement with digital media,” Voert says. “By combining both, we can maximize brand exposure and engagement across various touchpoints, ensuring a more comprehensive and effective approach.”
According to him, KLM has seen a rapid surge in travel demand since the pandemic. A recent research by the airline also showed that it is more important than ever for travellers to seek out fresh experiences and meaningful adventures.
Its March 2024 global study – which comprises surveys of travelers from the Canada, U.S., Brazil, Sweden, Norway, Germany, the Netherlands, the U.K. and China – found that three out of four people would like to travel more meaningfully on their next trip. The top three themes for meaningful travel were relaxation and rejuvenation; spending quality time with family and friends; and creating lasting memories.
The study also found that 80% of travelers in Canada prioritize making meaningful connections with people and places over simply visiting many destinations, outperforming global results. Around 86% of Canadian travelers also express a desire for more meaningful experiences on their next trip, and 56% feel that their travel has become more meaningful in the aftermath of the pandemic.
“Upon learning these consumer preferences and our part of thousands of journeys every day, we believe the smallest gestures show how we care about each and every one of our passengers and their journeys,” says Voert. “To enhance the meaningfulness of each traveler’s experience, KLM offers attentive care through the onboard service crew, upgrades for better experiences, or for a roomier seat. Our cabin crew forges genuine, thoughtful connections with passengers, fostering an atmosphere of positivity and inspiring confidence that KLM cares about every part of the journey – from comfort, baggage, transfer, arrival and more.”
