Case Study Summary
KLM wanted to deepen their relationship with loyal American travelers by creating a total KLM leisure holiday experience – KLM’s Europe by Design.
Reserach showed that the KLM Royal Dutch irlines client was mature, sophissticated and independent. No airlines had offered a customized travel experience to this audience. Industry airline vacations were off the shelf and tightly packaged and not appealing to this well-traveled market.
The airline/vacation segment of travel was stagnant. Packages were designed as a plug and play model. KLM was disrupting the industry with an ala carte leisure travel program for demanding sophisticated travelers.To be successful, a integrated communications program needed to be created that not only inspired and educated the traveling public but also the travel agents who served this audience.
After the design of the program was complete with all the partners in place, a communication strategy was designed to educate and incite travel agents rst. Step-by-step collateral material was created, seminars designed and was the program was launched at profession travel agent shows in NewYork City, Miami, Chicago, Dallas, and Los Angeles.
The progam was lauched in the winter to consumers through the KLM in ight magazines and online through their website.
vacations through KLM Europe by Design. It grew to 2,500 the next year.The program was shelved when KLM merged with Northwest Airlines.