Launching a new KLM route to a family audience.
KLM is the oldest airline still operating under its original name, and wanted a campaign for a new route that would appeal to families. We developed the creative strategy with its senior marketing team, tested it with focus groups and produced a national campaign.
The results
A new route, a new audience.
Founded on 7 October 1919, KLM is the oldest airline still operating under its original name. It needed a campaign for its new route that would appeal to a family audience and work across every national format.
From strategy to shoot to street.
We agreed the creative strategy with KLM’s senior marketing team, then brought it to life through mock-ups and recreations of the proposed direction. Several iterations with focus groups shaped the final concepts.
- Campaign concepts refined through focus groups
- Models, locations and sets sourced for the shoot
- A photography shoot over a series of days
- Final artwork for billboards, print ads and bus shelters
A campaign unique to KLM.
Strong planning from our creative operations made the shoot a success, and the final concepts were recreated in a way unique to the KLM brand. Our studio then artworked them across every format the national campaign needed.
