Amstelveen – 2008-27-08

KLM Royal Dutch Airlines launched its new advertising campaign “An Inspirational Journey” with the broadcasting of a new television commercial on August 25. The campaign is part of a multiyear program to renew KLM’s brand positioning. The wishes and needs of KLM passengers are the focal point of this program, which is aptly named “The Customer Journey.”

The campaign, specifically developed for the Dutch market, includes TV commercials and print advertisements in which customers are literally the focal point, framed by an aircraft window. The commercial ends with the new slogan “An Inspirational Journey,” which will also feature in advertisements that are set to launch in September. The commercial can be viewed online at www.eenreisvolinspiratie.nl.

Every year, KLM carries 22 million passengers to their destination. To gain detailed insight into the wishes of its passengers, KLM conducted a major survey. KLM based its Customer Journey program on the analysis of more than 8 million bits of passenger data and more than 100 in-depth interviews. The survey revealed that passengers have three basic needs: time (en route to their final destination, passengers want to decide for themselves how they would prefer to spend their time), attention (every passenger has specific wishes), and comfort (every passenger wants to arrive rested and relaxed). These needs will serve as a guideline for further development of KLM’s products and services.

Examples of new products and services include airport lounges with wireless internet, mobile boarding passes, the self-service transfer desk, the availability of more than 500 hours’ worth of inflight entertainment (96 films, as well as music and TV channels), self-service baggage drop-off, initiatives such as Club Africa, Club China, and Flying Blue Clubs, tests using priority lanes at Schiphol, and the possibility of taking a language course via the inflight entertainment system, enabling passengers to prepare for their destination. Furthermore, cabin crew and ground personnel will receive even better training in the recognition of the three primary customer needs: time, attention, and comfort.

Focus on passengers

By focusing on passenger needs and wishes, KLM distinguishes itself in the market. The survey revealed that KLM is seen as genuine, friendly and open, reflecting the character of broader Dutch culture. The survey confirmed that passengers value these traits, which is why they were chosen as guidelines for the new campaign. Passengers will also see this reflected in the new house style, which will be introduced later this year, and in their interaction with KLM, in the air and on the ground.

Erik Varwijk, executive vice president – KLM Commercial: “We want to ensure that our products and services are even better tailored to the specific needs of the different business and leisure customers we serve.”