KLM | Undiscovered Europe
How do you move travellers beyond the obvious destinations? For KLM, the answer became Onontdekt Europa: an ongoing content format about the undiscovered corners of Europe, made with DPG Media for the readers of AD and de Volkskrant, and delivered across print, online and out-of-home at once.
The series took viewers on a 48-hour trip into 23 lesser-known European destinations. Not advertising dressed as content: every piece passed the editors of AD and de Volkskrant before publication.
The creative direction and video production were led by our founder Tom de Jong. It remains the blueprint for how we build branded formats today: one method, repeatable at scale.
The approach
One format, repeatable for every destination. Each destination produced a standardised asset set: five films, 50+ photographs adapted for print, online and OOH, longreads and advertorials with editorial copy by DPG journalists, and a downloadable mini travel guide. One crew, one method, the same blueprint every time. The blueprint fixed the schedule and the cost per destination: destination 20 was produced the same way as destination 3.
The impact
Ticket sales for the featured destinations came in 19% above target. 41% of viewers watched the 5 to 6 minute films to the end, more than double the benchmark. KLM’s image as an adventurous airline jumped 18 points among viewers, and KLM and DPG extended the format for another two years.
Credits
Client: KLM. Campaign and media strategy: DPG Media (AD, de Volkskrant). Creative director and Head of Production: Tom de Jong.
