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It all starts with a good strategy

KLM maintains its relationship with customers and stays top of mind in between flights with a smart customer contact strategy, which is based on the customer journey. The approach: give customers reasons to travel with KLM. Not by pushing the destination, but by driving the purpose. It is called: iFly KLM, a gift to KLM customers.

iFly KLM Magazine


iFly KLM is a personalized digital magazine that aims to deepen the relationship with customers and register their orientation behavior. The magazine format enables KLM to bundle multiple stories periodically in an inspiring and interactive way.

  • Interactive design provides an immersive experience.

  • Rich iFly magazine content gives its readers many reasons to travel.

  • High quality content contains unique travel insights and downloadable content like travel schedules.

  • Our own editors travel around the globe to create one-of-a-kind content.

  • Always showing the bigger picture: each edition of iFly is fully loaded with stunning photography.

  • Every edition contains surprising formats.

  • Local heroes: each edition contains unique high quality video content, presented by locals.

Inspiring articles, photography & video

Unique content

Within iFly KLM content is king for maximum engagement. The digital magazine format is ideal to bundle multiple stories in a recognizable, clean and linear way. Perfect to stumble upon travel inspiration.

  • Top notch photography and video give the reader an experience that comes as close as possible to the trip itself.

  • iFly KLM frequently interviews inspiring celebrities, like supermodel Doutzen Kroes.

  • Mini-documentaries show the hidden gems of destinations where readers secretly dream of.

  • Readers regularly get a surprising glimpse behind the scenes at KLM.

  • In each issue, KLM surprises iFly readers with extraordinary content.

From local to global


The magazine once started exclusively in the Netherlands: the home of KLM. It soon appeared that iFly KLM is a very powerful communications tool that scored well above the targets. Therefor KLM developed it into a magazine that has now reaches a worldwide audience.

smart magazine interface

The magazine is built on its own technical framework. This ensures that readers always experience the content like it is meant to be. Wherever they are, no matter what device they are using.

Optimized for every device

iFly magazine is designed to provide the best possible experience on multiple devices. We've created a magazine version next to an HTML interface for tablet, based on the same core framework as the magazine version, optimized for tablet use. The smartphone version is based on the tablet version and contains a fully optimized mobile interface. So users can just sit back and enjoy the immersive experience, optimized for every device.

Smartphone demo

A multi channel content strategy

We use several media that reinforce each other to accomplish the structural relationship between KLM and its customers. All channels have their own role and function within the media mix, based on the customer journey so KLM can tell a complementary story on all channels.

What about the results

According to research by Ipsos and DART (and others), iFly KLM has become the most valuable relationship medium to KLM. The magazine proves that relevant inspiration helps increase loyalty, satisfy customers and even create fans.