The Journey

Reason.

As a pioneering airline, KLM Royal Dutch Airlines is always looking to connect with its audience in new ways. For everything it does, the brand purpose is always the starting point: 'Moving your world, by creating memorable experiences'. The airline puts this into practice every day by bringing people from A to B. But what if the communication itself is a 'memorable experience'? Not by focusing on destinations, but by showing on an individual level how valuable travel can be.

Big idea.

With personal travel stories, The Journey fulfills a unique role within KLM's media mix. Via new channels as Spotify and Apple Podcasts KLM can show how enriching travel is. Not by claiming the leading role in the podcast, but by letting travelers share their unforgettable experiences by themselves. These stories are structured in a thoughtful manner so that it grabs the listener's attention from the first second. High-quality sound design and a tailor-made soundtrack complete the production.

Outcome.

With The Journey, KLM was one of the first brands worldwide to launch its own podcast. It generated worldwide attention and numerous industry awards. Most importantly, listeners around the world embraced the show. In addition to the huge number of downloads and visibility in focus markets, KLM as a brand was also able to be present at new moments, such as in the car while commuting. Last but not least, by embracing the new medium podcast, KLM shows its true colors as a pioneering airline and its drive for innovation.

__________________

In collaboration with: Big Orange - The Audio Agency (music & audio production S01), Lab-3 (additional music & audio production S02), Jonathan Groubert (host & interviews), Born05 (website & distribution)