🇳🇱
← All cases
Case · Transavia

Getting chosen before the booking.

Working as an interim, I helped run Transavia's YouTube channel — 70,000+ subscribers at the time. One channel with two briefs: travel shows that build brand preference with travellers, and ‘Pilotendroom’ — the first reality series Transavia made in-house.

Interim Direction & production Brand preference + employer branding 70,000+ subscribers at the time of the assignment
2,000,000cumulative views on the reality series
1 yearin production: from format design to the edit
A firstthe first reality series Transavia made in-house
2 strategiesbrand preference and employer branding, one channel

The trailer for ‘Pilotendroom’, on the Transavia channel.

01 · Pilotendroom

A reality series made in-house

Anyone who wants to become a pilot doesn't watch a recruitment video. They follow people already walking the path. So we made a series: real people, real work, followed over a long stretch — a year in production, from format design to the edit.

I directed and produced the series. It drew two million cumulative views — and it was the first reality series Transavia made in-house.

  • Employer branding as programming, not as a campaign
  • Candidates followed over a long stretch, including the moments it didn't go their way
  • A year in production, in-house
02 · Brand preference

A few tenners more for those green seats.

Flying is standardised down to the decimal point: the same aircraft, the same rules, the same route. The difference isn't in what you sell — it's in what people feel about you.

That's what the brand-preference strategy was built on, with YouTube as its engine. Not to sell tickets, but to turn up familiar so often that in a list of cheap search results you still click that one. Those familiar green seats.

  • ‘Gek op Reizen’ — building preference in the months before the booking
  • One channel, two audiences that never get in each other's way
  • YouTube as the engine under a broader brand-preference strategy

From ‘Gek op Reizen’: the first episode, about Salzburg.

What the format proved

A recruitment video is over after one watch.

A format builds repeated contact, until applying — or booking — is the logical next step. That's the difference between advertising and programming.

What makes this case special is that the organisation made it itself. The series belongs to Transavia; I directed and produced. Ownership inside, expertise from outside — that's how it should be.

And the reason it worked: nothing about it was faked. Real people, real work, real tension over whether they'd make it.

Brand preference isn't a campaign. It's habit.

Do you want to be chosen before the booking?

Plan an introduction → See the other cases