The Netherlands' national carrier is investing £1m in the push, running until March.
It encourages customers to book on klm.com with the strapline 'klm.come fly'.
The campaign, devised by Carlson Marketing Group, sees KLM drop its long-running Swan motif. Activity includes press, web and radio advertising.
David Pearce, marketing communications manager at KLM, said the campaign broke new ground for the airline as, in the past, it had focused on encouraging passengers to book through a travel agent or call centre.
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