Mediascan

Mediascan

We can analyse your media

Do you want to know what the professionals think of your customer relationship media? Hemels can offer a free analysis!

Yes, please!

Digitalisation: a lifestyle!

I browse and surf, blog, skype, facebook, spotify, chat, I’m thinking about twittering and I’m Linked In. At least 60 per cent of my life has been digitalised. Barely six years ago I was an apprehensive and reluctant novice when it came to computers...

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News

News

  • This spring the Kamer van Koophandel, issued a pitch for its annual Startersmagazine. In response, Hemels developed a new concept and in July received the go-ahead.
  • In September, the University of Twente will be launching a new magazine for its alumni and business relations.
  • As a parting gesture to the discontinuation of the printed regional section of U&UWV Hemels recently produced a one-time regional special: Wij samen (We together).
 
Eigen Bedrijf MyTOYOTA Agent Mercedes magazine Belgium/Luxembourg (French) Mercedes magazine Belgium/Luxembourg (Flemish) Mercedes magazine Sweden Mercedes magazine France Mercedes magazine Denmark Mercedes magazine UK Mercedes magazine Spain MyTOYOTA online Move Klinker Leve het leven building SHARE Onze Vakantie Mercedes magazine Norway My Lexus Knowhow Wageningen World Mercedes magazine Italy Mercedes magazine Netherlands Flying Dutchman UWV Social Annual Report U&UWV Mercedes magazine Online Drive Automotive Star Vision

Browse Flying dutchman

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. 

Facts and figures

Client:
KLM Nederland
Since:
2002
Objective:
reward and strengthen loyalty
Circulation:
200,000
Target group:
KLM’s frequent flyers
Frequency:
four times a year
Distribution:
controlled circulation
Size:
84 pages
Advertisements:
21 pages
Response:
an average of 50,000 responses are received for the various offers placed in the magazine


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