One idea, endless destinations
The campaign was built around a simple insight:
There are countless personal reasons to visit a city.
Rather than promoting destinations, the campaign celebrated people’s own motivations for travelling. Every execution featured a numbered “reason”, Reason #3, Reason #29, Reason #74, turning each ad into one of 101 different reasons to take a city trip.
The number itself wasn’t arbitrary. It was inspired by a Dutch expression meaning “there are countless reasons”, transforming a familiar saying into a distinctive campaign device that could grow over time.
The line “There are 101 reasons to visit a city. What’s yours?” became the foundation of an expandable communication platform rather than a single campaign. It created a flexible structure that allowed new destinations, stories and personal motivations to be added while remaining unmistakably KLM.
Brand before campaign
One of the most important aspects of the project was maintaining KLM’s established visual identity while introducing a fresh communication concept.
Rather than competing with the brand, every execution was designed to strengthen it.
This required careful governance of typography, colour, layout principles and messaging across digital advertising, outdoor media, print and film.
Sometimes the most valuable creative decision isn’t adding something new, it’s knowing what should remain unchanged.
Designed to scale
The campaign was developed as a flexible communication system that could support numerous destinations, offers and formats over time.
From online advertising and outdoor media to campaign films and print, each execution followed the same visual logic while adapting to different audiences and contexts.
The result was a campaign platform that balanced creativity with consistency, allowing KLM to communicate broadly without diluting the strength of its brand.