Dutch premium airline company KLM was looking to redefine its online presence in Canada and, more specifically, build a relationship with a younger travel-loving Canadian audience. To highlight the brand’s Dutch heritage – without relying on tulips or windmills – we focused on bicycle culture knowing that it would also speak to our target audience. Bicycle Love was launched on KLM’s Facebook page and quickly became a place for a community of travel and cycling aficionados to engage with one another and, more importantly, with KLM. Users could access bicycle-friendly travel itineraries, photos and tips as well as enter the Bike the World with KLM contest to win a pair of multi-destination plane tickets.