Why Are These KLM Passengers in Tears Over Their Seat Covers?

Messages From Relatives Are Whisked Onto Planes in Latest Amsterdam Airport Stunt

Published On
Nov 18, 2014

Editor's Pick

Dutch airline KLM is turning its local airport, Amsterdam's Schipol, into a real stunt magnet. Following the (fake) sniffer dog for lost items, reclining seat stunt and real time newsroom for Twitter queries, KLM's latest effort to show off its obsessive attention to customers involves placing personalized messages on aircraft seat covers. The airline spotted people saying goodbye to their families at the departure gate, then whisked their relatives away to a place where they could decorate a seat cover with their own message. Airport staff then took the messages to the plane before boarding, and placed them on the relevant seats.

KLM collaborated with Schipol on the project (it was created and developed by KLM's agency DDB & Tribal Amsterdam with Schipol's agency FHV BBDO also working on creative). Although the stunt took place on a single day, involving passengers from three different flights, the airline says it might develop "Cover Greetings" into a permanent service.

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