Case studies – Air France/KLM




  • One of the world’s largest airlines.
  • Fierce competition on short-haul distance flights from low-cost carriers (Easyjet, Baboo) in Switzerland.
  • Strategic decision to steer away from local competition and focus on Air France-KLM network strength for the long-haul flights and the premium economy class.
  • Reason for a campaign targeting expats: reaching out to a group of frequent travellers, not targeted by competitors.
  • Client was looking for a partner with a strong reach and advisory capabilities


  • Main goal: increasing sales.
  • Target group: expats based in Switzerland only.
  • Promotion of long-haul routes from Switzerland.
  • Frequent banner changes to accommodate seasonal demand.
  • Geo-targeting to promote specific connections to certain groups.


  • Strong, positive ROI in Switzerland.
  • Generation of sales outside of Switzerland.
  • Referrals to other marketers within Air France-KLM.
  • Client particularly satisfied with geo-targeting features of ads.


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Expatica Communications B.V.

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2011 VH, Haarlem, The Netherlands

Phone: +31 23 512 8940