BrandArena: Dutch Celebrities Invite People across the Globe to Be Guests on KLM Flights

Monday 4 June 2012

Dutch Celebrities Invite People across the Globe to Be Guests on KLM Flights

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.

In this campaign, which is rolling out in Brazil, Germany, the Netherlands, Norway, Sweden, the UK, the USA and Russia, the visitors to the 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.

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 KrabbĂ©, astronaut Wubbo Ockels, and designer Hella Jongerius, who can ‘be reached’ by the airline guests in the virtual chat.

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.

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