KLM Royal Dutch Airlines

KLM service regional UK airports by connecting them, via Amsterdam, to global destinations. In layman’s terms: people can avoid the stress of traveling to London for long-haul flights; they can use their local airport.

This is a complicated proposition to communicate and a pretty broad target audience. Additional challenges included negative perceptions of connecting flights and the fact that UK audiences often associate KLM with budget short-haul airlines such as Ryanair or EasyJet. This was where Wildish & Co. picked up.

“Travel far, from where you are” was the strategic hook our team landed on. We built a wide-reaching concept around this idea, exploring what KLM’s target demographic would do ‘if distance were no object’.

A high-production 30-second VoD edit was the lead campaign deliverable. We designed this hard-working asset to be cut up into a vast array of other online and offline deliverables. This UK-wide campaign will now also be adapted across all of KLM’s European markets.