CASE STUDY
KLM streamlines global campaign creation and distribution of 1000+ campaigns every year
KLM currently operates flights to over 150 destinations worldwide, via a vast network of 92 European cities and 70 intercontinental destinations. With so many destinations to promote, they faced the challenge of tailoring global campaigns to local markets, which proved to be time-consuming and costly. Additionally, the dynamic nature of customer booking behaviour added complexity to their promotional efforts.
Challenge
Different markets ask for different campaign needs: from different languages to local holidays or festivities, tones of voice, and brand identities. KLM advertises in 67 markets across the globe, in 12 languages and launches thousands of campaigns every year. Not to mention that all those ads have to be adapted to every format, channel and audience… On top of that, the customer booking behaviour can be very erratic due to promotional actions of competition, events, or the weather. Both prices and availability are constantly changing in response to these differences to find the perfect balance between yield and bookings to optimise revenues. How can KLM make sure that their product offer, pricing, and campaign pressure is always on point?
Objective
Streamlined Workflow Management
Industry
Travel
Solutions
KLM now benefits from a user-friendly interface, where all internal and external stakeholders can work together smoothly. This includes a campaign library and a scalable feed-based setup for ads and email campaigns. Local teams can access ready-to-use ads from the campaign library, adapting them to meet local needs while maintaining brand identity. Cape's input validation functionalities allow for quick and seamless adjustments for the product, destination or offer they want to promote. With localised feed-data, KLM achieves even faster automated concept creation and publication. Local markets only need to review assets for final approval before publication as disclaimers, pricing, destinations, and visuals are automatically integrated.
"Cape empowers us with a centralised platform to localise and launch digital campaigns in most marketing channels across the world. It has become an essential tool for our global marketing activations."
Joep Coopmans, Head of Concept and Campaign Marketing @ KLM
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