Following work such as Be My Guest and Trip Planner, KLM Royal Dutch Airlines has come up with another innovative campaign aimed at social media-savvy travelers.
Created by Dutch agency Code d'Azur, Must See Map is a crowdsourced map made by friends. Participants planning a trip go to the website to create a map for their destination and use the built-in functionality to ask their friends for tips via Facebook, Twitter and email. The site's analysis of Facebook check-ins lets them see which friends have already visited the destination, and maps their favorite places. Users can also add their own tips. They can then order the paper version of the map and it will be sent to their home within three weeks for free. The service is available in 24 countries.