KLM Royal Dutch Airlines is embarking on an expansion programme that will see the company increase capacity to its winter mid and long-haul network by at least 1.4%. The airline is also engaging in an impressive worldwide brand advertising campaign that will appear in many forms, including online and outdoors on billboards. The company is even having a billboard in Times Square in New York. The new campaign has been designed to show that a warm, personal approach really does make all the difference between a “pleasant” and a “memorable” travel experience for its passengers.
Pieter Elbers - KLM President & CEO explains: "KLM's total capacity both on the long-haul and medium-haul networks will increase by 1.4% over the coming winter season, compared to the winter season of 2017."
Elbers says the airline will look further into South American operations, "KLM will continue to focus on emerging markets in South America where, after a successful start in the summer season of 2018, we will continue to fly to Fortaleza. This third direct connection to a Brazilian destination strengthens our position as a major European airline in the Brazilian market, where we serve business and leisure passengers and cargo customers. We continue to watch the North Atlantic market with a keen interest and are increasing flights to the Canadian cities of Edmonton, Calgary and Toronto. From January 2019, KLM’s entire intercontinental fleet will be fitted with our full-flat seats in World Business Class. We will also continue to invest in our passengers’ comfort. Starting this winter season, we are introducing a number of lovely new products, including Douwe Egberts coffee and Rituals spa and cosmetic products."
KLMs unique caring points currently in the spotlight include: World Business Class, Economy Comfort, Economy Class, KLM’s network and our extensive 24/7 customer service. By combining its products and services with a personal approach, KLM offers an experience that extends beyond simply being a product or a service. It’s because we care has therefore been used as a central theme in our videos and banners, as well as outdoors in bus and tram shelters.
The advertising material is available worldwide and will be used for several years. Sixty different versions have been created to serve four different regions: Europe, Asia, the Middle East and Africa. Different nationalities have been utilised to serve each region, and around 15 different languages have been utilised. The KLM employees in the campaign are not actors, which contributes towards the authentic character of the KLM brand.
"KLM cares for me is the essence of the new campaign manifestation. This positioning didn’t simply appear out of the blue. We conducted a great deal of research into our unique selling points. We renamed these as our unique caring points. Passengers are especially pleased with our open and honest attitude, coupled with our personal approach. Not only with respect to our cockpit and cabin crew, but including our ground staff and customer service staff members worldwide as well. This campaign aims to highlight that." Said Natascha van Roode, Head of Global Marketing Communication at KLM Customer Experience.
(Images KLM)
