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Jij&KLM magazine
Magazine for travel agents
Advice
For many years KLM had been successfully distributing a bimonthly magazine to travel agents. For decades these agents had served as ambassadors for KLM because it was here that the traveller’s choice of airline was often made. However, the emergence of the Internet as a booking channel changed the relationship between KLM and travel agents, which nonetheless remained an important sales channel for KLM. The changing complexion of this relationship was forcing a new role upon the magazine. The emphasis was shifting from providing information to one of underscoring service and image and generating goodwill. This is what KLM asked of Hemels in 2003.
Creation
Hemels developed a magazine concept that was supported by the three pillars of "KLM”, “travel” and “the agent”. The magazine was less business-like than before and now also offered more leisure-oriented content, such as interviews with Dutch celebrities, who agreed to reveal their favourite holiday addresses. The new concept was aimed at the usually female and youthful target group. The (need-to-know) KLM information was still there, but its packaging had become more attractive. Travel reports now presented insider information, or were written from an advisory angle by another agent, for example, who knew a destination well.
Direction
In collaboration with KLM Nederland’s communications department, Hemels has now been producing both Jij&KLM magazine and Flying Dutchman for six years. The fact that both titles are made by the same party offers welcome synergy, when producing travel reports, for example. By the same token, background articles about KLM, which are highly valued in Flying Dutchman, can, after altering the approach and tone-of-voice, also be run in Jij&KLM magazine. In 2009 the first readers’ survey was carried out for Jij&KLM magazine and the results were excellent: 70 per cent of the respondents said they read every issue and 75 per cent of these said they read most of the articles.
