The airline company KLM Royal Dutch Airlines is promoting its services on the international market with a recently launched initiative under a friendly ‘Be My Guest’ tagline. The new campaign, developed by Tribal DDB and DDB Amsterdam, uses an undying trend, which has been used in recent marketing efforts by Burger King and adidas to name but a few—it features famous people from various industries. Since KLM is a Dutch company, the new promotional activity features six celebrities originating from the Netherlands—DJ Armin van Buuren, fashion supermodel Yfke Sturm, football legend Ruud Gullit, Hollywood actor Jeroen Krabbé, astronaut Wubbo Ockels, and designer Hella Jongerius, who can ‘be reached’ by the airline guests in the virtual chat.
In this campaign, which is rolling out in Brazil, Germany, the Netherlands, Norway, Sweden, the UK, the USA and Russia, the visitors to the www.bemyguest.klm.com website are invited to choose the celebrity (one if the six above-mentioned people) they would like to sit next to during their flight, and have a short conversation with him or her online—about fashion, music, design, football, cinema or space journey, depending on who are they ‘talking’ to.
As part of the ‘Be My Guest’ initiative, users are also given a chance to win a trip to an gorgeous inspirational destination (London, Venice, New York and more) together with the celebrity (the submission is running from May 23 to July 3) as their travel companion. Each trip’s theme will be related to the celebrity—for instance, Jeroen’s winner will fly with him from Amsterdam to Venice to the La Biennale Film Festival, and Hella’s companion will join on her flight from Amsterdam to Berlin to visit the Oranjebaum Exhibition and see the newest pieces created in Dutch design.
The new initiative has been developed to support KLM’s unique Meet and Seat service, which allows to learn more about the other passengers who are expected to be on board the flight you plan to take—for this, you have to share Facebook or LinkedIn profile details in a private section on KLM.com, and this allows to view the same information about others who have also unveiled their personal information.