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KLM Launches New Sustainability Branding Campaign

KLM Launches New Sustainability Branding Campaign

The global campaign rolls out worldwide on December 13 in key markets, including the US, UK, Norway, Sweden, Germany, Canada, Brazil, and China


Today, Tuesday 7 December, KLM is kicking off its new sustainable travel branding campaign with a commercial on Dutch television. The campaign will be rolled out worldwide and run until 9 January 2022. The film shows that KLM is committed to sustainability and understands the urgency of this issue for our customers and the aviation industry. We have a critical and challenging mission here on Earth: we must change the way we travel. Although we have a long way to go, we will succeed if we work together. The commercial refers viewers to KLM’s Fly Responsibly platform for more information about the airline’s sustainability activities, what the aviation industry is doing, and what customers can do themselves.


KLM launched its branding campaign “Ready when you are” earlier this year. The airline industry is now on the road to recovery, albeit in fits and starts. This is the right time for KLM to look ahead and draw attention to its commitment to sustainability and its initiatives in this area.


The campaign targets consumers who want to fly but are increasingly uncomfortable about the impact that air travel is having on the environment. They are seeking confirmation that their chosen airline, KLM, shares their concern and is working to reduce the impact of travel.


Focus on our critical and challenging mission on Earth

The film’s basic premise is that while travelling to distant worlds is fascinating and important, it should not distract us from our critical mission here on Earth: to make travel more sustainable as we continue to explore our own planet. The film shows images of different destinations, each symbolising the beauty and social value of travel: enjoying nature, experiencing different cultures, and visiting family. It then highlights the need not only to explore our planet but also to protect it. Although we have a long way to go before we reach this goal, we will succeed if we work together.


Fly Responsibly

KLM is aware of the impact of flying. In 2019, we launched Fly Responsibly, an initiative in which we are transforming our airline into a more sustainable organisation and reducing our carbon emissions step by step. We have aligned our targets with the UN’s Paris Agreement on climate change (net zero emissions by 2050). There is no “silver bullet” for achieving these targets, and that is why KLM is investing in a variety of methods, including new fuel-efficient aircraft. A key component of our approach is to develop the market for sustainable aviation fuel (SAF), as it can help significantly to reduce carbon emissions. SAF is not readily available, however, and what is available is very expensive. KLM is taking action to change this by participating in global partnerships and coalitions aimed at scaling up the production and use of SAF. Within the context of the WEF’s Clean Skies for Tomorrow Coalition, KLM recently announced that it will raise its use of SAF to 10% worldwide by 2030.


Working together

Air travel is a conscious choice and the Fly Responsibly initiative is meant to create awareness of our shared responsibility for making air travel more sustainable. We can only succeed in this if we work together, with other parties in the aviation industry and with our customers. To share our Fly Responsibly targets with a wider audience, we have developed a brand campaign that shows how KLM focuses on travel on our own vibrant planet, but with the message that we need to change the way we do so.  We tell this story from the perspective of a little girl who represents the next generation. She looks at the stars, but then focuses on the joy of travelling on Earth.


The campaign

The campaign will take the form of TV, cinema and out-of-home advertising, along with an extensive digital media plan that includes display and social media marketing. KLM will also use its own media channels. The campaign will be rolled out worldwide on 13 December in a number of vital, fast-growing markets, the UK, Norway, Sweden, Germany, the US, Canada, Brazil and China.



About KLM Royal Dutch Airlines

For over a century, KLM has been a pioneer in the airline industry. KLM is the oldest airline still operating under its original name and aims to be the leading European network carrier in customer centricity, efficiency and sustainability. The KLM network connects the Netherlands with all of the world’s key economic regions and is a powerful engine driving the Dutch economy.


KLM Royal Dutch Airlines is part of the Air France–KLM Group. KLM is also a member of the global SkyTeam Alliance, which has 19 member airlines.