Air France-KLM · Global
Flying Blue — loyalty, reinvented as a lifestyle
The challenge
Traditional loyalty programs faced declining engagement. Flying Blue needed to pivot from a frequent-flyer model to a lifestyle-oriented ecosystem.
The approach
A new partner ecosystem and advanced customer segmentation in collaboration with Merkle, serving a community of 17 million members — plus a new brand platform and three integrated global campaigns in three months, across DOOH, display, social, in-flight magazine, CRM and streaming.
The impact
Activity levels reached 46%, revenue per member rose 20%, new members grew 3.6%, and 20 million members were onboarded. The network's KLM work continued with 'Miles in Action' — turning donated miles into real-world impact — and the 'Travel Well' global brand platform.
Services
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