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.
The power of travel
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.
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.
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.