Gives brands attention

KLM Graduation campaign

KLM Graduation campaign




Winner San Awards 2017



Do you remember graduation day? That liberating phone call saying you passed your exams? Raise the flag; party! Finally, free as a bird and itching to spread your wings! Last year, KLM celebrated that milestone academic achievement in its own way by offering a group of recent high school graduates a ticket to a European or Worldwide KLM destination of their choice.


How did KLM go about this, you ask? In late May 2017, when final exams in the Netherlands were over, KLM challenged all Dutch final-year students to digitally raise the flag in the KLM app in order to enter the contest. Over 45,000 students answered the call in a bid to win this coveted prize. In June, the lucky winners were presented with the tickets and–following a Dutch graduation tradition–the family home flagpole was adorned with a backpack.


The campaign was conceived by creative marketing agency NEEW. Glasnost was tasked with ensuring nation-wide media coverage.


  • Ensure ample coverage of the KLM Graduation campaign in both national and regional media
  • Strongly tie KLM to the campaign through both image and text


The winning students were scattered throughout the Netherlands. As regional media are always on the lookout for truly local stories, we chose to focus on these media outlets in particular. For each of the winners, we sent a customized press release to the media in their region, as well as a photographer to capture the moment. Local news agencies swiftly picked up the stories. The news was also shared on the KLM Facebook page and the item was promptly reposted on the Facebook page of Dutch television news service RTL Nieuws. Thousands of final-year students were tagged and the message was shared and liked countless times. The campaign subsequently exploded on social media.


In the wee hours of Friday, the 16th of June, the fifteen winning graduates were surprised with a supersize KLM ticket as well as a backpack hanging from the family home flagpole. A special production team had worked tirelessly throughout the night, using ladders and cherry-pickers to make it happen.


At the break of dawn, the Glasnost team and their NEEW counterparts phoned the sleepy winners to deliver the good news. During these cheerful conversations, the globetrotters-to-be were asked if they would grant local newspapers an interview and allow photographers to capture the moment. In the run-up to the big day, Glasnost had already contacted photographers and the local media, so the crews were prepped and ready for action.


Obviously, those students who had to sit for retake exams could not be left out and KLM ran another, more compact, campaign to select one more lucky candidate from this group. This lucky student was also presented with a ticket to a KLM Worldwide destination of her choice after she passed her retake exam.


The campaign reached a cumulative audience of 22,084,626 people worldwide and created a PR value of € 245,406.


€ 245,406,-PR value
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