SkyTeam member airline KLM, based in Amsterdam and acquired by Air France in 2004, sees Germany as its most important market but discovered that 46% of Germans don’t know what a KLM is.
Founded in 1919 this is the oldest airline in the world still operating under its original name. KLM stands for Koninklijke Luchtvaart Maatschappij, or Royal Aviation Company.
Copyright: flaperval / 123RF Stock Photo
The airline created a German ad campaign: We are an airline. But since their research showed that people assumed KLM was either a bank, radio station or restaurant, they opened those things.
- The restaurant gave away inflight meals for free
- The bank had an ATM that gave people a chance to win free flights
- They sponsored The Flying Dutchmen over the radio, with music, airline news and quiz items, and pitching the benefits of the airline
“We are an Airline” by The Flying Dutchmen will be available on Spotify this week.