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Home » KLM » My Advice to KLM
KLM

My Advice to KLM

Matthew Klint Posted onSeptember 1, 2016December 5, 2016 4 Comments

klm-its-a-flight-attendantDear KLM,

You’ve got a new ad-campaign out called “KLM — It’s An Airline” that seeks to be light-hearted and humorous while introducing your airline to some who think your brand is a tennis shoe or ice cream company. 

You have several videos that are somewhat cute (I did particularly enjoy the It’s a Flight Attendant video) but I wonder why you do not try a different track.

You have a nice new business class seat on the 787-9 and a fairly nice lie-flat seat on your 747s and some of your 777s. This is a huge improvement from your prior business class seat which still can be found on your A330s. Why not showcase that?

klm-new-business-class-seat-787 

The people who have never heard of you are going to book based upon on price anyway. Focus instead on the business traveller who may remember decent food and service and those cool miniature houses you give out but wince at the uncomfortable business class seat. That’s changing: the new seats are your biggest selling point to the business travelers you want.

So in conclusion, keep up the Dutch charm but lose the cutesy ads that do little to distinguish you from the pack. I’ll buy a ticket on KLM one day — maybe soon — but it will not be because of your new commercials.

Kind Regards,
Matthew

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About Author

Matthew Klint

Matthew is an avid traveler who calls Los Angeles home. Each year he travels more than 200,000 miles by air and has visited more than 135 countries. Working both in the aviation industry and as a travel consultant, Matthew has been featured in major media outlets around the world and uses his Live and Let's Fly blog to share the latest news in the airline industry, commentary on frequent flyer programs, and detailed reports of his worldwide travel.

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4 Comments

  1. M Reply
    September 1, 2016 at 9:07 am

    What a poorly written article ‘Matt’..

    Question…do you and your best friend Ben (aka Lucky) sit together, sip free Dom and decide what airline you are going to bash next?

    Are you a marketing manager…probably not. Well I am, and I’l tell you that these ad’s are absolute gold and will drive equity/salience and ultimately sales for the airline.

    Why all the disdain for KLM? Are you mad that they wouldn’t redeem your miles for a free flight in J class?

    rolls eyes

  2. Arthur Reply
    September 1, 2016 at 1:26 pm

    I would suggest that a good slogan would be “KLM – the side that’s not on strike”.

  3. MeanMeosh Reply
    September 2, 2016 at 8:44 pm

    I kind of like the campaign. It’s cheesy, but amusing in a quirky kind of way. Sort of like those old “the Germans don’t do comedy, they do beer” Beck’s commercials.

  4. USAJerry Reply
    September 3, 2016 at 2:03 pm

    I agree with M. Personally, I love KLM. I like their style and their approach to customer service and their soft product is really enjoyable in the skies. This article was completely unnecessary.

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