The Opportunity

In the fall of 2015, KLM sought to increase bookings to select destinations in Eastern and Southern Africa by creating a digital experience that would increase awareness of KLM’s routes to these locations as well as inspire travel to visit them.

In order to achieve these goals, Sparkloft crafted a campaign that centered on the bucket list activities associated with each destination (e.g., shark cage diving in Cape Town, South Africa). This was determined after initial research suggested some consumers would potentially be less familiar with some the destinations themselves, but would connect with the once-in-a-lifetime experiences they could engage in.