KLM Royal Dutch Airlines: special edition iFly KLM Magazine

To celebrate the 50th edition of the iFly KLM Magazine, Born05, a Dutch digital agency, created the ultimate travel collection, with 50 of the most inspiring travel destinations. A digital coffee table book, focusing on beautiful imagery: iFly KLM 50.

Background

The agency was briefed to produce a stunning, interactive travel magazine. Even though the brief was not much different to the previous iFly KLM Magazine briefs, Born05 was keen to create a special anniversary edition. One that would stand out from the crowd. A wonderful gift to all KLM customers.

Strategy

They developed an interactive magazine, giving people ‘jaw-dropping’ reasons to travel. Keeping KLM top-of-mind, and inspiring people to book tickets to these amazing destinations. Delivering KLM’s brand promise: moving your world by creating memorable experiences.

Process

A new user experience was created, opting for a clean design, with silky smooth countdown animations that would encourage users to keep scrolling. Born05 spent a lot of time creating seamless transitions between pages, putting a strong focus on high-quality photography, video, and custom-made music, aiming to present users with an immersive and harmonic experience.

Users are also offered the option to unlock additional content. This content differs for each destination: there might be an audio tour, 360-degree video, a short film or additional photographs.

Outcome

The iFly KLM 50 Magazine started as an ordinary brief to create an inspiring iFly KLM Magazine. However, by creating this stunning anniversary edition, Born05 delivered more than that. The site received more than 1.2 million unique visitors. The number of ‘shares’ increased with an amazing 955% and the average engagement time increased to more than seven minutes.

As a result, this new iFly KLM 50 format is now part of the iFly KLM platform, and the agency will launch a new iFly KLM ‘bucket list’, with 50 of the most beautiful destinations, each year. iFly KLM 2017 is already live, and the latest edition for 2018 has just been launched. They also rolled out iFly KLM Selections, a new platform that is able to tailor all iFly KLM content to the specific needs of each individual traveller. And to top it all off, the project has won 6 Webby awards, Red Dot award ‘Best of the Best’, a Lovie award, Awwwards and FWA awards.

This case is brought to you by the Dutch Digital Design collective.

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