KLM and Miffy Conquer China


KLM Royal Dutch Airlines has recently launched a social campaign especially for the Chinese market in which miffy (nijntje in Dutch) is the star. Miffy, the creation of Dutch artist Dick Bruna, is extremely popular in China. The campaign aims to increase market awareness and promote KLM’s destinations. It will also work to increase the number of followers on KLM sites in the Chinese social media. KLM will share the interactive story through the Chinese social media and can be followed at

Erik Varwijk, Managing Director KLM
“This is the first time that a campaign with a social character of this kind has appeared in the Chinese airline industry,” says KLM’s Managing Director Erik Varwijk. “It should come as no surprise that KLM has chosen China. KLM serves eight different routes, which means it has the largest network between Greater China and Europe.”
Erik Varwijk, Managing Director KLM

The Story — A Journey of Inspiration
Together with uncle pilot, miffy travels to a variety of KLM destinations over the course of sixty days. The first destination is Amsterdam followed by Rome, Paris, Barcelona, London, and a secret sunny spot. During her trip, she will receive travel tips from a number of Chinese personalities who have lived at these destinations. In London, she will get tips from British singer James Blunt.

Chinese Social Media
All photos, videos and messages from miffy’s travel adventures will be shared on Chinese social media including Sina Weibo, Renren and Tencent Weibo. Followers who participate in the many games, quizzes and online activities also have a chance at winning special KLM and miffy prizes designed especially for the campaign.

KLM developed this campaign with Energize, in cooperation with Mercis bv, owner of the nijntje/miffy brand.

For more information and photo material please contact:
KLM Media Relations
+31 (0)20 649 4545 


About KLM

KLM Royal Dutch Airlines was founded in 1919, making it the world's oldest airline operating under its original name. In 2004, Air France and KLM merged to form AIR FRANCE KLM. The merger produced the strongest European airline group based on two powerful brands names and hubs —Amsterdam Airport Schiphol and Paris Charles de Gaulle. The two airlines collaborate on three core activities while maintaining their own identities — passenger transport, cargo, transport, and aircraft maintenance.

In the Netherlands, KLM comprises the core of the KLM Group which further includes KLM cityhopper and KLM serves 135 destinations using a modern fleet of 157 aircraft and employs over 33,000 people around the world. KLM is a leader in the airline industry, which offers reliable operations and customer-oriented products resulting from its policy of enthusiasm and sustainable innovation.

KLM is a member of SkyTeam, an airline alliance offering a network of 926 destinations in more than 173 countries. The KLM network connects the Netherlands to every important economic region around the world and, as such, serves as a powerful driver for the Dutch economy. 

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