KLM has been a partner of the Concertgebouworkest since 2013, the year in which the orchestra embarked on its world tour. The partnership has led to numerous collaborative efforts. Of course, KLM has regularly flown, and continues to fly, the orchestra to leading concert halls all over the world to perform. But the two organisations also combine their strengths when it comes to marketing, sales, branding and community involvement.
KLM Royal Dutch Airlines is the oldest airline in the world still operating under its own name, and one of the largest employers in the Netherlands. Its home base is Schiphol Airport near Amsterdam. In addition to KLM, the KLM Group includes KLM Cityhopper, Martinair and Transavia. KLM is part of the Air France KLM holding company.
With their ‘royal’ status, it follows that KLM and the Concertgebouworkest are natural partners. Other attributes they share are their pride in bringing people and cultures together, a leading international position, long-term relationships with clients and an eye for young talent.
The dynamics of the partnership are perhaps best illustrated in the video which was released to announce the orchestra’s US tour in February 2019.