Podcast: The Journey
As a pioneering airline, KLM looked for a new way to connect with its audiences.
The Royal Dutch Airlines company wondered: would it be possible to give people a travel experience without flying them to a destination? This challenge stimulated creativity. The outcome is ‘The Journey’. A podcast about trips that changed everything.
‘The Journey’ is an original podcast by KLM Royal Dutch Airlines. It tells true stories of people who went on a journey that changed their lives for good. The series takes listeners all over the planet, from the icy plains of Alaska to dusty villages in Kenya.
The podcast has a high production value. The in-depth interviews are carefully edited into a dramatic arch. A host ensures the consistency of the story. To enrich the listening experience, the spoken word is supported by atmospheric sounds and an original soundtrack.
The underlying strategy for The Journey is built on four pillars:
Communication as an experience: this high-quality production gives listeners an immersive listening experience. By this it connects to KLM’s brand purpose is ‘Moving your world by creating memorable experiences’.
Increase brand visibility: it allows the brand to be visible in channels and on platforms where it never was before. Therefore, the podcast is supported by a fine-grained media strategy to create awareness and visibility. It’s available on all major podcast platforms (e.g. Apple Podcasts, Spotify, Google Podcasts) and in KLM’s Inflight Entertainment program.
Addition to existing channels: the podcast has a unique role and function within KLM’s marketing communications.
Underscoring brand values: it is proof for KLM’s pioneering spirit. KLM was able to show its true colors by embracing this way of storytelling. And it paid off: the launch of ‘The Journey’ resulted in lots of free publicity worldwide.