KLM Must See Map

The travel industry is facing difficult times. Industry margins are under pressure, predominantly because of higher fuel prices and fierce competition from low cost airlines. But most importantly consumers currently would rather spend money on essentials than on city trips. That means convincing them to travel is harder than ever: it takes more than a banner ad or sales promotion.
That’s why KLM asked agency Code d’Azur:
Develop an online campaign to inspire travelers to make city trips.
What is the best source for finding travel tips?
Sure, you can check TripAdvisor or LonelyPlanet, but let’s be honest: the best tips are the ones from friends.
But gathering and organizing all these tips is a hassle: they come through social media, email and written notes, usually without address.
That’s why we launched Must See Map: the ideal way to gather all tips from your friends AND have them printed on your own city map (for free!).
(1) request tips through mail or social media, (2) get them organised and (3) receive a free personalised city map at home.
Explain why creative execution was relevant to the product or service (100 words max)?
– Explain strength of creative and originality
– Describe why it is most appropriate to the brand
KLM’s Must See Map fulfills the ultimate online promise: facilitating things that we do in the offline world in a more easy and fun way.
With a printed city map travellers are able to find their friends tips. Finally you get to reap the benefits in real life from having online friends. KLM strongly believes in campaigns that offer tangible benefits to the consumer or solve their problem. Must See Map fits KLM’s strategy “Journeys of inspiration” perfectly. Instead of being the source of inspiration, KLM creates a platform that allows the fans to inspire each other.
Untill now …
The campaign has inspired 510.000 travellers globally (adding tips, viewing maps, etc)
During this year’s city trip promotion, the amount of city trips booked was 16% higher than last year
Fans have added 650.000 tips, spread over 82.000 maps (almost 8 tips per map on average)
A large amount of email addresses were gathered, representing a value of €350,000
Interesting insights were gathered. For example, it appears that “The Spotted Pig” is the place to be in New York
Throughout the campaign; valuable content and data was gathered: user generated tips that KLM can use to inspire other travellers. We promised the participants to not use their tips to retarget them with commercial offers. However, we will use this tips anonymously. It is now the input for our travel offering, our destination information and even our social media content strategy.
The campaign was so successful that KLM decided to turn the campaign into a permanent service.
For the first step, nothing beats the pure joy of getting a personalized hardcopy map. And yes, we thought about mobile. A little secret: sure we’ll be integrating the service in our mobile platforms in the next phase.