KLM
success story
Executive summary
KLM Royal Dutch Airlines, one of the world's largest carriers, needed to localize and launch digital campaigns across 67 markets, 12 languages, and hundreds of destinations, all at speed. By partnering with Cape.io, KLM built a centralized creative automation system that enables local teams to adapt global campaigns without sacrificing brand consistency, automates feed-based asset production, and helps the airline effortlessly publish thousands of campaigns every year.
Challenge
KLM is one of the biggest airlines in the world, and currently operates flights to over 170 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 behavior added complexity to their promotional efforts.
With such a vast amount of destinations to promote, they faced two primary challenges: localization at scale and dynamic pricing changes.
The first challenge was tailoring global campaigns to the hundreds of destinations that KLM operates in. Different markets ask for different campaign needs: from different languages to local holidays or festivities, tones of voice, and brand identities. KLM advertises in 66 markets across the globe, in 28 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.
The second was keeping up with customer booking behaviors that constantly change due to world events, the weather, and competition. Both prices and ticket availability change in response to this booking behavior and KLM needed to find the balance to optimize revenue.
On top of that, the customer booking behavior 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 optimize revenues. How can KLM make sure that their product offer, pricing, and campaign pressure is always on point?
Solution
Working with us, KLM built a centralized platform within Cape Creative Automation, connecting all stakeholders (internal and external) to be able to work together seamlessly.
From a campaign library, to a scalable feed-based setup for ads and email campaigns. KLM now benefits from:
A campaign library of ready-to-use, brand-compliant ad templates that local teams can access and adapt independently.
A scalable feed-based setup for ads and email campaigns, using live data feeds for pricing, destinations, and availability.
Input validation tools for quick, error-free localisation, they could adjust product, destination, or offer without breaking brand standards.
Automated asset creation so that disclaimers, pricing, destinations, and visuals are integrated automatically, local markets only review for final approval.
Results
As a result of working with Cape.io, KLM effortlessly creates, scales, and publishes thousands of campaigns annually for 170 destinations across 66 markets.
The streamlined workflow facilitates decision-making by the global branding team while involving stakeholders when necessary. KLM maintains compliance with the global strategy, brand identity, and content standards thanks to Cape.io's automated campaign creation and distribution.
KLM can also automate tailored campaigns using data feeds, such as live demand data, discounts, and competitive pricing. Their operational processes have been entirely revamped, resulting in faster turnaround times, enhanced flexibility, and cost savings through an improved test and learn process.
KLM
Travel
Headquarters
Amsterdam, Netherlands
Company Size
Enterprise
Teams involved
In-house brand teams
Ad Ops teams
Cape empowers us with a centralized platform to localize and launch digital campaigns in most marketing channels across the world. It has become an essential tool for our global marketing activations.
Cape empowers us with a centralized platform to localize 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
