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Flying Dutchman

Magazine for frequent flyers

Advice

In 2002 KLM invited Hemels to participate in a pitch for its frequent flyer-magazine, Flying Dutchman, which had already been going for many years. The briefing was to come up with an editorial concept and work out an exploitation model based on advertising revenue. Hemels’ formula was one in which Flying Dutchman manifested itself as an authority in the area of business and leisure travel. The exploitation model was supplemented with another magazine called Holidays, in which travel agents offered special reader-trips for members of the Flying Dutchman loyalty programme.

Creation

The editorial formula of Flying Dutchman is based on the business traveller and his or her information needs. Alongside reports on the latest destinations flown to by KLM/Air France, the magazine contains background articles on developments in the travel sphere, interviews with Dutch celebrities and information about KLM and its loyalty programme, Flying Blue.

The 2008, KLM altered its positioning and house style, necessitating a restyling of the magazine. To make the magazine’s formula even more effective the results of a readers’ survey conducted in 2008 were taken into account, and the once-separate magazine, Holidays, was absorbed into Flying Dutchman.

Direction

In the production of Flying Dutchman, Hemels works closely with the communications department of KLM Nederland. Thanks to this co-operation, developments at KLM are rapidly flagged up and transformed into content for the magazine, with Hemels assuming responsibility for the complete production process, up to an including the lithography phase. Uniquely, all travel reports are specially made for KLM by photographers and journalists from Hemels’ network. For optimum cost-efficiency these travel reports are also used in KLM Agent, carefully adopting a different approach, because it’s a different magazine.