“Skyscanner offered a powerful brand platform that drove real impact, helping KLM show up early in the traveller journey. By the time travellers reach comparison and booking, KLM was already front of mind. This intent-led targeting and full-funnel approach, enabled us to drive stronger engagement, capture high-intent demand, and convert it into sustainable growth.”
- KLM team
Background
KLM wanted to capitalise on Skyscanner’s travel planning journey and strengthen brand consideration by staying visible beyond a single booking moment. The objective was to build familiarity early, remain front of mind as travellers compared options, and turn inspiration into meaningful engagement with KLM itineraries.
Showing up across the traveller journey
KLM met travellers where it counts, in discovery mode, comparing routes, weighing options, and getting ready to choose. Instead of relying on a single big moment, the campaign stayed present throughout the journey, building familiarity over time and keeping KLM front of mind as travellers moved from “just browsing” to “this is the one.”
Full-funnel presence drives meaningful impact
Each touchpoint worked together to build familiarity, reinforce messaging and guide users further down the path from discovery to consideration. High-impact placements like homepage Hero captured attention, native formats added relevance, and paid social extended reach beyond the platform. Rather than operating in silos, these touchpoints created a connected experience that guided travellers seamlessly through the journey.
Creative variety increases relevance
Travel isn’t one-size-fits-all, and neither was the creative. The campaign created multiple ways for business and leisure travellers to connect with KLM. Distinct storytelling themes across biking, concerts and nightlife helped the campaign feel varied, human and relevant, tapping into different travel motivations.
Engagement signals real consideration
When travellers engaged, they didn’t just bounce. They stayed, explored, and spent time getting to know KLM. Dedicated landing page content encouraged users to spend time exploring KLM’s offering, with strong dwell times showing that it was a moment of genuine consideration, where inspiration translated into meaningful interaction with the brand.
User journey:
The results
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