KLM’s ad campaign for these World Deal Weeks will take a different approach this time. Practically all the images used in the campaign – including those of the TV commercial – will be produced using an iPhone, making them “real” and “personal”. In this way, it will look as if the travellers have shot the videos themselves.

For the online commercials, KLM will make use of live images from New York, Shanghai and Rio de Janeiro so that viewers can imagine themselves at those locations.