To bolster KLM’s identity, a ‘charmingly clueless approach’ to humour
Market research shows that many Americans often think KLM means either milk or music. So the airline is embarking on an advertising campaign that is heavy on self-deprecating humour to explain what the letters mean. “The brand has not been so visible, but we want people to know it’s an airline, and that it’s Dutch,” said Christophe Attard, the VP of marketing for Air France-KLM. “We wanted KLM to reflect the nationality of the country,” Attard said. “It’s friendly and innovative.” The approach underscores KLM’s effort to solidify its American market, where it currently has 8 gateways for passengers to fly directly to Amsterdam. The carrier is striving to keep its footing against competition from low-cost rivals, as well as carriers based in the Middle East that are trying to expand their service networks. <br/>
https://portal.staralliance.com/cms/news/hot-topics/2016-08-29/sky/to-bolster-klm2019s-identity-a-2018charmingly-clueless-approach2019-to-humour
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To bolster KLM’s identity, a ‘charmingly clueless approach’ to humour
Market research shows that many Americans often think KLM means either milk or music. So the airline is embarking on an advertising campaign that is heavy on self-deprecating humour to explain what the letters mean. “The brand has not been so visible, but we want people to know it’s an airline, and that it’s Dutch,” said Christophe Attard, the VP of marketing for Air France-KLM. “We wanted KLM to reflect the nationality of the country,” Attard said. “It’s friendly and innovative.” The approach underscores KLM’s effort to solidify its American market, where it currently has 8 gateways for passengers to fly directly to Amsterdam. The carrier is striving to keep its footing against competition from low-cost rivals, as well as carriers based in the Middle East that are trying to expand their service networks. <br/>
