The challenge
Everyone knows KLM. But do you know that KLM also offers complete vacations? Exactly, that's where the challenge lies. With KLM Holidays, you arrange your flight, accommodation and transportation all in one. Would you prefer a fresh morning in Paris or Vamos A La Playa? Mediahuis and Talpa checked in together for a cross-media campaign. The core: vacation starts with anticipation – but how do you choose your destination?
The challenge
Everyone knows KLM. But do you know that KLM also offers complete vacations? Exactly, that's where the challenge lies. With KLM Holidays, you arrange your flight, accommodation and transportation all in one. Would you prefer a fresh morning in Paris or Vamos A La Playa? Mediahuis and Talpa checked in together for a cross-media campaign. The core: vacation starts with anticipation – but how do you choose your destination?
The approach
6 out of 10 people feel some form of friendship with their favorite influencers. And when ‘friends’ recommend something – you take it seriously. But many influencers get their trips sponsored. So how do you still maintain credibility én engagement? By doing it differently: we let followers choose the destination themselves.
38.4 %
40 %
The result: resounding numbers and lasting brand impact
The campaign brought more than just reach – it brought movement. As many as 38.4% of all families with children between the ages of 0 and 17 were reached. People who interacted with the campaign were 10% more likely to say they knew KLM Holidays, compared to people who did not interact with the campaign. More importantly, consumers actively linked KLM Holidays after the campaign to core values such as ‘unconcerned’ and ‘attractively priced vacations’. The approach proved that when you engage followers as active travel companions, you not only create engagement but also build lasting brand preference.
