Tunnel Club Takeoff

TFC

Awareness

Favourability

Consideration

Organic Social

App Media

Contest

Custom Content

Signage

KLM partnered with Toronto FC to launch its first Canadian sports sponsorship, aiming to increase brand awareness and cultural relevance ahead of the 2026 FIFA World Cup. The goal was to authentically connect with Ontario soccer fans and drive engagement with KLM’s premium service offering. The campaign centered around the KLM Tunnel Club Takeoff, a season-long contest and fully branded premium space at BMO Field, amplified through digital, social, and in-game channels.

THE PROBLEM

KLM had not yet invested heavily in North America and there was a lack of awareness that KLM is an airline in North America.

THE ASK

Leverage the visual language of air travel to creatively showcase the premium experiences that one can enjoy in the KLM Tunnel Club.

CREATIVE INSIGHT

Fans seek quality and care when choosing how to travel, similar to the standard of experience they look forward to at TFC games.

THE IDEA

KLM Tunnel Club Takeoff: A season long contest to award fans access to KLM’s newly minted Tunnel Club. As the hero brand, KLM will be front and center in all Tunnel Club storytelling, featured across TFC’s media channels and integrated into key game day moments.