Flying Dutchman

The impact of high-quality content


KLM Royal Dutch Airlines was established in 1919 and is the world’s oldest operating airline. In addition to KLM’s monthly in-flight magazine, Holland Herald, Hearst Create has been producing Flying Dutchman, KLM’s exclusive, quarterly loyalty magazine for Flying Blue members, since 2018. Flying Dutchman offers high-quality and visually strong travel stories, with the aim of informing, entertaining and inspiring its readers to book a new trip. Flying Dutchman reaches more than 270,000 travellers every quarter.

  • Flying Dutchman magazines


Creating a new, distinctive and creative concept with content that is surprising, relevant and interesting to the diverse audience of Flying Dutchman, resulting in a strong connection with KLM. Working from one central KLM editorial office, the assignment was to ensure that the magazine fit optimally with Holland Herald, making efficient use of content upcycling. A less ambiguous brand image also had to be created.


The combination of highly visual storytelling and high-quality journalistic texts, created by experts in lifestyle content, makes the new, contemporary Flying Dutchman concept feel like a glossy premium travel magazine. In addition to the concept, content and production, we also take care of the commercialisation of Flying Dutchman by attracting high-quality advertisers. Both Holland Herald and Flying Dutchman now seamlessly connect to the KLM brand experience and radiate an unambiguous signature.

Flying Dutchman tells high-quality travel stories with breathtaking photography and unique articles – created with dedication and craftsmanship – and makes a significant contribution to the appreciation of and preference for the KLM brand.


Survey research shows that Flying Dutchman readers find the magazine demonstrably improved. More than ever, the magazine meets the reader’s needs and inspires, informs and activates to great extent. Almost 75% of readers feel they are provided with the right information and inspiration. No less than 25% have booked a new ticket or trip as a result of the content in the magazine.


Full production of the magazine, including:

  • Content development
  • Content creation
  • Content upcycling & sharing
  • Design
  • Editing
  • Image selection
  • Advertising & sales
  • Printing
  • Content workflow design
  • Website
  • Digital magazine


Is achieving the best content marketing results high on your agenda? Do not hesitate to contact us. We are happy to discuss the possibilities for your brand.

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Awards. Nominaties.
71 and counting

Content Marketing Awards Cleveland | Best of Content Marketing | International Content Marketing Awards London | Lovies | Digital Communication Awards | Digiday Content Marketing Awards | Grand Prix Content Marketing | World Travel Awards | Digital Magazine Awards | German Design Awards

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