KLM Urban Trail, discover the world by foot
KLM believes the best way to discover the world is on foot
– Flying takes you far, running takes you further –
Discover the world’s most fabulous cities in a unique way. The KLM Urban Trail Series is a hugely popular series of running events that enable participants to explore Dutch cities in a unique and exhilarating way. Rather than being held on straight roads closed to traffic, the running events are voyages of discovery that lead past new and historic buildings, theatres, stadiums and along narrow streets. At the finish line participants can socialise with other runners over drinks and a bite to eat.
Movico developed the KLM Running House for KLM and sports marketing agencies, Golazo and Triple Double. This involved the development of a total concept that is all about experiencing, sharing, enabling, access, connection, mutual support, everyone being a winner and sustainability. The interior and exterior elements had to form a cohesive whole and also had to be integrated with the event.
After defining the values that needed to be conveyed and deciding on a direction, we converted one of the promotional trailers into a unique hospitality unit for those taking part in the KLM Urban Trail Series. The unique setup combines the unit with a stretch tent, creating a striking pavilion with both internal and external areas. Cork, wood and urban elements feature prominently in the design.
The KLM Urban Trail Series kick-off event was held in Amsterdam last Sunday. We are proud of the result and look forward to the 12 other events in the series.
“With Movico as a partner, we can stage high-quality local showcasing of KLM and running. We are confident that Movico is the right long-term partner for our running events.”
- Marjolein van den Berg, Sponsoring Manager KLM -
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