KLM Royal Dutch Airlines introduces new Premium Comfort Class on India routes. The launch highlights the importance of India as a focus market for KLM. The new cabin available on flights between Bengaluru, Delhi and Mumbai to Amsterdam and several destinations across KLM’s global network throughout the year. 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. This development strengthens KLM’s standing as a global network carrier offering an appealing and varied range of onboard products i.e., World Business Class, Premium Comfort Class and Economy Class.
A comprehensive DOOH led campaign is strategically designed & executed to reach out to KLM’s target audience most effectively in all the targeted markets. While the impact through media has been created by strategic media units chosen, what is making big impact among viewers, is undoubtedly 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 mapping of the relevant TG, their congregation and conducted their typical day part analysis to develop the best plan that yields the most effective impact leveraging the strength of the creative. Major corporate hubs, arterial road, junctions, airport routes, premium 5 star hotels and 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 priority OOH campaign for us in key priority markets.
Divya Jyoti, Business Head – North, The Brand Sigma, said, KLM Royal Dutch Airlines is a very 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 placements. The media deployments were done in a way as to cover the most important touchpoints that were imperative as per the TG. A dedicated team infrastructure 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.
