KLM Wants You to Know One Thing -- It's an Airline
Campaign Stating the Obvious Aims to Educate U.S. Fliers
Aug 31, 2016
KLM's new American campaign is all about explaining one thing -- it's an airline.
If that sounds like stating the obvious, well apparently to many people in the U.S., it's not. The Dutch carrier (the letters stand for Koninklijke Luchtvaart Maatschappij) found in a recent brand study by parent company Air France-KLM that many people thought KLM was a brand of milk or a radio station. So it set out to educate viewers on social media with a tongue-in-cheek campaign in which actor Ken Marino ("Wet Hot American Summer," "Marry Me") explains, with a kind of cheesy smoothness, that KLM is, in fact, an airline. In other word, a weird metal tube stuffed with seats that defies the laws of gravity.