The Webby for Good, produced in partnership with WP Engine, is a showcase of Webby-honored projects and campaigns that are promoting social good in the world.
Describe your Webby-nominated project. What is it, what was the elevator pitch?
With iFly KLM, we spoil and surprise KLM customers with enjoyable travel stories, and the 50th edition of iFly KLM Magazine was a perfect excuse to raise the bar again. The idea was simple: We would bundle fifty of the most breathtaking places on earth, complete with photography, copy, music, animations, design, and extra features that users could unlock, all working together flawlessly. Would you be able to say no to that?
What key challenges did you face with this project? And how did you overcome them?
The answer sounds a bit cliché, but it's the truth: We told ourselves that we had to keep it simple and focus on our distinctive strong points, like clean design, silk-like countdown animations, high-quality photography and video, supportive (not leading) textual contributions, interactive surprises, and more. The challenge was to eliminate distractions, often really good ideas, that would stand in the way of an immersive user experience. We did a good job, but it required a lot of thinking and discussion.
What was the most rewarding aspect of working on your Webby-nominated project?
This was a team effort, from strategy and creation to copy, photography, video, audio, UX, motion, design, development, and project management. In order to create a harmonious user experience, we needed to work harmoniously towards the same end goal. Everything clicked in this project, and that's a really special feeling.
Why this particular cause as the subject of your project/campaign?
One of the great challenges of every long-lasting format is the desire to constantly improve. In order to keep our customers inspired and activated, we occasionally need to throw them off their feet with new sections, formats, designs, interactions, and stories. For our 50th edition we accepted our own challenge to create something totally new, so we could make new waves and be noticeable for loyal and occasional readers alike.
When working on this project, what were some of the most important conversations you had with your team?
There really was one continuous conversation: don't get distracted. Try to hear (and see) the symphony we're creating. Everything and everyone must work together, so stay concentrated and speak up about questions, thoughts, and doubts.
What did you learn from working on this project that you didn't know going into it? Did anything come out of it that surprised you, or that you weren't expecting?
We were surprised mainly with the results of iFly50—we never expected so much public praise. One of the readers even wanted to marry the site (he proposed, and of course we said yes). The number of shares increased a whopping 955%, and compared to previous issues, iFly50 broke all records with a 132% reader increase and a 120% increase in engagement time (7:04 minutes).
Sites that promote travel and tourism destinations, including activities and attractions, accommodation and transportation.