someone reading a newspaper in bed

Launching a new route for global airline


KLM Royal Dutch Airlines was founded on 7 October 1919 to serve the Netherlands and its colonies. KLM is today the oldest airline still operating under its original name. KLM has been part of the AIR FRANCE KLM group since the merger in 2004. By merging with Air France, KLM has come to occupy a leading position in the international airline industry.

Bringing KLM’s Creative Strategy to Life

Wonderful worked with the senior marketing team at KLM to develop a creative strategy for the upcoming campaign that would achieve the company’s objectives to appeal to a family audience. Once all parties were in agreement on the creative strategy Wonderful brought the strategy to life through mock ups and recreations of the proposed campaign direction. After several iterations and developments in the campaign story working with focus groups final concepts were reached and the shoot was ready to go ahead.

Wonderful proceeded to source models, locations and sets to recreate the final concepts in a live environment. The photography shoot was then conducted over a series of days until all the right shots were completed and ready for editing.

Strong planning from the creative operations meant that the shoot was a real success. Wonderful recreated the final concepts making them unique to the KLM brand. The creative studio then art-worked the final concepts across all formats required for the national campaign including: billboards, print ads and bus shelters.

family at the dining table
illustration of people at a table
illustration of a but with an advertisement on
the front of a plane
family at the table