KLM Royal Dutch Airlines

The Impact of Consumer Media Quality


Founded in 1919, KLM Royal Dutch Airlines is the world’s oldest operating airline. KLM’s in-flight magazine, Holland Herald, is also the world’s oldest. As the most prestigious on-board publication in the sky, Holland Herald aims to entertain and inform passengers during their flights, and enhance KLM’s brand positioning and build customer loyalty. Each month, Holland Herald reaches over 2.7 million travellers.


After 48 years with its original publisher, KLM challenged Hearst Create to come up with a fresh creative strategy, content formats and visual style, realigning the iconic monthly to contemporary audience needs, KLM brand positioning and advertiser preferences. The audience-monetizing strategy was also up for review.


The team at Hearst Create proposed to stop treating Holland Herald as an in-flight magazine and, instead, treat it as a full-blown travel and lifestyle magazine. We pair high-end editorial content and outstanding visual storytelling – created by leading global consumer media creators – with a high-yield advertising strategy.

Lifestyle content gets people moving. In the case of Holland Herald, it literally expands their horizons, stimulating their eagerness to explore the world.


Reader surveys indicate that Holland Herald plays a key role in the KLM inflight customer experience. Travellers value Holland Herald as “indispensable” during their journeys. Surveys note that 94% of KLM passengers know and read Holland Herald; 87% find the editorial quality excellent; and the content inspires 44% to book their next KLM ticket.


Is achieving the best content marketing results also high on your agenda? Give us a call. We’d love to hear from you and see how we can help you.

Alexandra de Jong, Content Director

+ 31 6 26 25 05 72

Holland Herald readers.

That’s what happens when content marketing looks and feels like consumer media content.

increase of average reader appreciation score

since Holland Herald partnered with Hearst Create.

of KLM passengers surveyed

know and actively read Holland Herald.

Read more

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