KLM Wants You to Know One Thing -- It's an Airline

Campaign Stating the Obvious Aims to Educate U.S. Fliers

By Alexandra Jardine. Published on Aug 31, 2016

Editor's Pick

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.

Other videos in the campaign, which was created by Brooklyn agency Mustache, address questions as "What's a flight attendant?" "What's a flier?" and "What's an airport?" The campaign launched through sponsored content via Facebook, Twitter, Instagram, and YouTube; display advertising; and a microsite,

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Aug 31, 2016
Mustache Agency
John Limotte
Adam Lerman
Head of Production:
Bennett Elliott
Head of Post Production:
Will Bystrov
Director of Digital Marketing:
Jeff Cambron
Content Director:
Charles Runnette
Meagan Maudsley
Director of Photography:
Kevin Mastman
Production Manager:
Brooke Edwards
Production Coordinator:
Caroline Symons
Post Production Supervisor:
Ashley Lebrun
Graphic Designer:
Ellie Kibbe
Head of Account:
Todd Griffin
Account Executive:
Roomie Huh

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