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?
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.