KLM Royal Dutch Airlines today released a new online campaign that seeks to answer the eternal question: What’s in a name? When the name is Koninklijke Luchtvaart Maatschappij, sometimes the consonants can get in the way. With a legacy of nearly 97 years, the flag carrier of the Netherlands is the world’s oldest airline operating under the same name. This name, however, is unfamiliar to many Americans despite being a leading global airline that services more than 50 North American cities. In fact, a recent brand study conducted by Air France-KLM found that many American consumers did not know that KLM is an airline, with some confusing it for a radio station or a brand of milk.
KLM is directly taking on this awareness challenge with a new campaign called KLM, It’s An Airline, starring comedic actor Ken Marino (Wet Hot American Summer, Marry Me) who explains with wry wit and bravado that KLM is, in fact, an airline. The campaign is comprised of several videos that address such burning questions as “What’s a flight attendant?” and “What’s an airport?”
The campaign launched through sponsored content via Facebook, Twitter, Instagram, and YouTube; display advertising; and a microsite, ItsAnAirline.com. The site features the videos along with special interactive content that displays the humor of the campaign and highlights KLM’s best-in-class service and unique in-flight experience. Visitors of the site will be able to navigate through multiple flight scenarios, discover Easter eggs, and learn why KLM is an airline worth knowing.