KLM Royal Dutch Airlines introduces new Premium Comfort Class on India routes

KLM Royal Dutch Airlines, the national carrier of the Netherlands, has launched its Premium Comfort Class on Indian routes and has gone the OOH way for its marketing. 

The cabin offers lot of enhancements such as larger baggage allowance, SkyPriority advantages, wider and comfortable seats, lighter seats, distinctive catering options, sustainable amenity kit made from recycled plastic and more benefits under the airline’s frequent flyer program Flying Blue. With the introduction of Premium Comfort Class in India, customers will get a distinctive travel experience, more choices and elevated comfort.

To promote the launch of the new cabin, a comprehensive DOOH-led campaign was strategically designed & executed to reach out to KLM’s target audience most effectively in all the targeted markets. Apart from the media units chosen for the campaign, what made a big impact among viewers, is the power of the creative as well as the media planning outcome from the comprehensive strategy-backed Proximap planning tool used for the campaign. The tool was effective in mapping of the relevant target audience, their congregation and conducted their typical day part analysis to develop the best plan to yield maximum impact. Major corporate hubs, arterial road, junctions, airport routes, 5-star hotels, high-end malls and premium residential apartments were covered by the extensive DOOH/outdoor plan.

Christiaan van de Koppel, Commercial Director Air France - KLM Indian Subcontinent, said, “Premium Comfort Class is an important feature in enhancing the overall customer experience for leisure and business travellers. Investing in OOH media has allowed us to reach wider audiences and create a larger impact. OOH advertising is always on and can surround and immerse audiences in powerful advertising, wherever they live, work, travel and shop. This makes OOH advertising a powerful storytelling tool that can deliver larger-than-life impact. As an organization, we are constantly innovating to find new-age communication vehicles customized for an audience that has the appetite to consume narratives that appeal to their evolved sensibilities. The Brand Sigma has done a great job in executing this strategic campaign for us”. 

Speaking on the occasion, Jyoti, Business Head – North, The Brand Sigma, said “KLM Royal Dutch Airlines is a prestigious client for us. The launch of Premium Comfort Class is an important milestone. Understanding KLM’s brand tonality and TG was key in helping us design the right positioning of the premium DOOH/outdoor assets. The execution was done in a manner to target the most important touchpoints with respect to our target audience. A dedicated infrastructure team was set up to handle the entire OOH communication from planning to execution in a record time allowing us to streamline the campaign management. It is a pleasure working with the KLM Team and we take pride in executing outdoor campaigns for them”.