KLM Podcast

The Journey

Introduction

The trip that changed everything

As a pioneering airline KLM looked for a new way to connect with its audiences. The Royal Dutch Airlines company wondered: would it be possible to give people a travel experience without flying them to a destination? It fueled the creativity of Born05: we came up with ‘The Journey’. A podcast about trips that changed everything.

Strategy

The power of travel

KLM’s brand purpose is ‘Moving your world by creating memorable experiences’. KLM’s core-business is obviously to fly its clients to worlds most special places. We asked ourselves, whether we could find a way to communicate with KLM audiences that is an experience itself?
On the other hand, we saw an enormous potential in content that focuses on the power of travel. In its marketing communications mix KLM has already a lot of content in place that shows the beauty of destinations. But content that shows how valuable and inspiring travel can be on an individual level, was less present.
Podcast ‘The Journey’ tells true tales of real people whose lives are transformed by travel. The high quality production ensures an immersive listening experience. More importantly, it allows KLM to connect with new audiences trough new channels in an innovative way. It does not only match KLM’s brand purpose, it also underscores KLM’s pioneering spirit.

High production value

‘The Journey’ tells true stories from people who talk about a journey that has changed their lives forever. The series takes listeners the icy plains of Alaska, the hectic streets of New Delhi and the remote inlands of Kenya. These are the decors of the journeys made by the main characters.

The podcast has a very high production value. The in-depth interviews are carefully edited to create a dramatic arch. We worked together with an experienced host, Jonathan Groubert. To enrich the experience of listeners, the interviews are supported with atmospheric sound and an original soundtrack.

Listeners share their experiences

The first series consists of six episodes. The first five were researched and selected by the editorial team. For the sixth story listeners were invited to share stories about their life-changing journeys. This allowed KLM to connect with people through a very special way: their personal travel experience. From all entries, finally one was chosen to be produced.


The full monty

‘The Journey’ is available on all major podcast platforms, like Apple Podcasts, Spotify and Google Play. The main goal was to send listeners to these platforms, where the can listen and subscribe to the podcast.

We set up a campaign and distribution strategy to raise awareness. An overall approach ensures the use of owned, paid and earned media.

Owned media

The hub is a rich but functional designed landing page that consists a trailer, all available episodes and redirects to all major podcast platforms.
Virtually all KLM owned media, as well internal as external, put the spotlights on ‘The Journey’. It can even be heard on board!

Paid media

We ensured visibility within all relevant channels. On the day of the launch, we took over the Spotify start screen, for instance.

Earned media

News, travel and media websites worldwide wrote about The Journey. Just like listeners on social media.

results

On the day of the launch industry media worldwide reported about KLM’s podcast. The free publicity underscored KLM’s pioneering spirit and so it helped to establish the brand value of innovation.

Since the launch in March 2018 the listeners base grows on a constant level. The majority of the listeners subscribe to the channel. With the distribution of every new episode, this results in more listeners. The lion’s share of the audience listen to 80 percent of the episode, or more – which is an equivalent of approx. 25 minutes.

Background

Hear, hear

Podcasting is one of the fastest growing forms of media worldwide. The medium has been experiencing a major revival for a number of years, particularly in the United States. Born05 sees a lot of potential in podcasts and audio. It engages listeners for a relatively long time. In this era we’re surrounded by media all day and our attention span is often fragmented. But podcasts are a point of rest. Listeners easily spend 30 or 40 minutes intensively on the content, even if it is distributed on behalf of brands. That is almost unprecedented these days.

Learn more

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