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KLM: Journeys of discovery

KLM: Journeys of discovery

KLM: Journeys of discovery

KLM wanted Canadian travelers to see international trips as more than just a passport stamp. The mission? Inspire travelers to approach journeys with purpose and connection, reframing destinations as opportunities for personal growth—not just points on a map.

Client

KLM Royal Dutch Airlines

Deliverables

Sponsor content, custom illustrations

Year

2024

Preview

Project Link

Solution

The campaign focused on real stories from Canadians who found deeper meaning in their travels. Arushi Chopra shared how reconnecting with her roots in India shaped her creative journey, while photographer Samantha Falco reflected on her slow-travel honeymoon in Southeast Asia, showcasing the transformative power of intentional exploration. With a mix of digital and print content, KLM positioned itself as the airline for travelers who seek more than just a seat—they seek purpose.

Results 

  • 135% of the PV goal achieved, fueled by strong social engagement.

  • 120% above benchmark for time spent, showing the stories hit home.

  • 71% scroll depth, proving readers stayed hooked.

Takeaways

This campaign crushed it by focusing on personal narratives that connected emotionally with readers. By highlighting travel as a vehicle for growth and connection, KLM positioned itself as more than just an airline—it became a partner in meaningful journeys.

Solution

The campaign focused on real stories from Canadians who found deeper meaning in their travels. Arushi Chopra shared how reconnecting with her roots in India shaped her creative journey, while photographer Samantha Falco reflected on her slow-travel honeymoon in Southeast Asia, showcasing the transformative power of intentional exploration. With a mix of digital and print content, KLM positioned itself as the airline for travelers who seek more than just a seat—they seek purpose.

Solution

The campaign focused on real stories from Canadians who found deeper meaning in their travels. Arushi Chopra shared how reconnecting with her roots in India shaped her creative journey, while photographer Samantha Falco reflected on her slow-travel honeymoon in Southeast Asia, showcasing the transformative power of intentional exploration. With a mix of digital and print content, KLM positioned itself as the airline for travelers who seek more than just a seat—they seek purpose.

Results 

  • 135% of the PV goal achieved, fueled by strong social engagement.

  • 120% above benchmark for time spent, showing the stories hit home.

  • 71% scroll depth, proving readers stayed hooked.

Takeaways

This campaign crushed it by focusing on personal narratives that connected emotionally with readers. By highlighting travel as a vehicle for growth and connection, KLM positioned itself as more than just an airline—it became a partner in meaningful journeys.

Bottom line: KLM showed that when you tell stories that resonate, you inspire action. This campaign didn’t just sell flights—it sold the idea of travel as something transformative.

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