Air France-KLM has appointed Sequence Events as its experiential agency of record in the United States, giving the agency responsibility for producing selected events and brand activations for Air France and KLM as the airline group develops its plans for 2027.
The appointment formalises a relationship that began with Sequence Events’ work on a KLM sponsorship activation in 2025. It also marks the agency’s first formal partnership in the aviation industry, expanding its work into a sector where brands use live experiences to build stronger connections with customers and partners.
The Brandspur Brand News Desk reports that Sequence Events is already developing an experiential strategy for both airlines for 2027. The assignment will cover selected activations across the US, with the agency expected to build on its earlier work with KLM while creating experiences suited to the identities of both brands.
Lizz Torgovnick, chief creative officer at Sequence Events, said the agency was looking forward to extending the partnership across Air France and KLM, with an emphasis on creating distinctive experiences that help the airlines connect with audiences.
Kenneth Edwards, partnerships and events specialist at Air France-KLM USA, said Sequence had delivered the airline group’s vision while managing complex event productions smoothly. He expressed confidence in expanding the relationship across the US market.
Sequence Events specialises in live experiences, partnerships and brand activations. Its client portfolio has also included GumGum, the University of Pennsylvania’s Wharton School, Klarna and Lux Capital, giving it experience across technology, education, finance and investment-related brands.
For Air France and KLM, the appointment creates a dedicated agency relationship for selected US events and activations as they prepare their next phase of experiential marketing. The work will need to reflect each airline’s brand identity while supporting their wider presence in the American market.
Air France and KLM have operated as a combined group since their merger in 2004. The latest appointment builds on that shared corporate structure while allowing the two airline brands to pursue experiences that remain distinct to their respective identities.
