Air France–KLM

The Client:

As one of the world’s leading airline groups, Air France–KLM is known for its innovation, global connectivity, and premium travel experiences. While Air France enjoys strong U.S. recognition, its sister company KLM Royal Dutch Airlines is looking to increase visibility and affinity among American travelers through a creative, experience-driven activation at the famed Hollywood Bowl venue in Los Angeles.

The Challenge:

KLM, a new client and now an agency-of-record partner for Sequence Events,  had a clear objective: to boost brand awareness and social visibility in the U.S.

Internal research showed that while U.S. consumers were familiar with Air France, KLM lagged behind in top-of-mind awareness, particularly among culturally engaged travelers aged 25+ with household incomes over $100K who frequently travel to destinations in Europe, the Middle East and Africa.

Sequence was tasked with developing a social-first activation that would:

– Generate at least 500 online impressions from guests and influencer content

– Deliver a positive, content-rich experience for key influencers

– Drive a high number of QR code entries for a ticket giveaway

The experience debuted at a sold-out Pulp × LCD Soundsystem concert, reaching a potential 17,500 attendees, a highly engaged audience primed for discovery and cultural connection.

The Solution:

To achieve these goals and bring KLM’s “Travel Well” philosophy to life, Sequence created an immersive, shareable activation rooted in personalization, discovery, and connection. Guests explored the KLM brand through a three-part interactive journey:

1. A “Which KLM Destination Fits You Best?” Quiz
A self-directed personality quiz, styled like a magazine flowchart, guided guests through 3-5 playful questions leading to one of four destinations—Amsterdam, Florence, Málaga, or Berlin—each tied to a unique personality and travel mindset.

2. Destination Photo Ops
Guests then entered one of four destination photo ops, designed as social-friendly, visually rich environments. The Amsterdam setting showcased vibrant canal houses, colorful flowers, and iconic Dutch bikes, while the Florence backdrop had Renaissance-inspired facades, terracotta streets, and cascading ivy. Málaga showcased the Spanish city’s whitewashed alleyways, Mediterranean vistas, and wrought-iron railings, while Berlin had neoclassical architecture accented by light projections, murals, and a DJ setup evoking the city’s nightlife.

3.Giveaways
Guests selected a custom-designed postcard from rotating displays powder-coated in KLM blue, each featuring original artwork inspired by the destinations. Prominent QR codes on the postcards and various signage connected the physical experience to digital engagement and a branded ticket giveaway.

Strategic placement amplified visibility: The activation occupied the Hollywood Bowl’s main pathway traversed by 80% of concertgoers, while on-site ambassadors in KLM uniforms drove participation and kept energy high throughout the evening. Built hours before showtime, the space also offered a carefully curated group of 10 influencers exclusive pre-concert access for content capture. 

The Results:

The activation delivered a standout experience that met KLM’s awareness goals while sparking authentic, shareable moments.

–  17,500+ in-person impressions at the sold-out event, leading to more than 700 QR code entries in one day

–  Hundreds of social impressions from influencer and guest content, including one Reel that generated upwards of 30,000 views

–  Elevated brand affinity among U.S. travelers, reinforcing KLM’s Travel Well message

Beyond metrics, the activation successfully differentiated KLM from competitors by positioning the brand at the intersection of culture, design, and travel.

The Kind Words:

“I think you did a terrific job! The activation was beautiful and your work surpassed all our expectations. I’m blown away and thank you all”. —Partnership & Event Specialist, USA, KLM

“Very impressed all around, and the Sequence team is a pleasure to work with!” —Brand & Marketing Director, USA, KLM