KLM Royal Dutch Airlines
Going Global from Your Doorstep: Taking KLM's Regional Campaign to New Heights
Industry
Strategy
Creative
KLM faced a complex challenge: how to communicate that UK travelers could access global destinations from their local airports via Amsterdam, without the stress of traveling to London for long-haul flights. We needed to overcome negative perceptions of connecting flights and distinguish KLM from budget airlines in consumers’ minds.
Our team developed the strategic hook “Travel far, from where you are” – a simple yet powerful message that distilled KLM’s unique offering. We built a comprehensive concept around what people would do “if distance were no object,” targeting travelers who craved global experiences but were deterred by the logistics of starting from major hubs.
The campaign centerpiece was a high-production 30-second Video on Demand edit, strategically designed to be versatile enough to be repurposed across numerous online and offline channels. This approach maximized budget efficiency while ensuring consistent messaging across all touchpoints.
Our creative direction visually connected local UK airports to exotic global destinations, emphasizing the seamless nature of KLM’s service through Amsterdam. The resulting campaign successfully repositioned KLM as the sophisticated traveler’s choice for global connectivity from regional starting points.
The campaign’s success has led to its adaptation across all of KLM’s European markets, proving that with the right strategic approach, even the most complex travel proposition can be communicated with clarity and impact.
It takes a village.
Thanks to everyone involved in this project.
WILDISH & CO:
Harm – Brand Partner
Jake – Creative Direction
Andy – Motion Design
Sam – Managing Director
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