KLM Royal Dutch Airlines

KLM faced a complex challenge: how to communicate that UK travellers 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 travellers who craved global experiences but were deterred by the logistics of starting from major hubs.

The campaign centrepiece 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 maximised budget efficiency while ensuring consistent messaging across all touchpoints.