By John Glenday, Reporter

February 13, 2013 | 2 min read

KLM Royal Dutch Airlines has launched KLM Must See Map, a social media campaign which enables tourists to create a personalised city map – with the bonus of a high quality printed version being posted out to participants for free.

Each map can be populated by tips from friends offering sage advice on the best spots to see, collating all such information in one place and negating the need to scan multiple social media channels and email trails.

This is achieved by first pulling a map for your chosen destination and then inviting friends to post tips via Facebook, Twitter or email.

Developed and conceived by Dutch agency Code d’Azur the initiative is intended to bolster KLM’s customer e-mail database by incentivising the public to sign up.

Viktor van der Wijk, Director Digital Marketing, KLM: “The KLM Must See Map campaign perfectly fits KLM’s ‘little act of kindness’ social media strategy. Participants get a free personalized city map delivered at home and we receive their e-mail addresses in return. That makes there are two winners and that’s what we always strive for.”

Nik Nieuwenhuijs, Code d’Azur: “One of the biggest challenges was to ensure that the physical map was a perfect representation of the destination, with the tips provided by friends. To realize this, we co-operated intensively with both Google and the printing company. Another level of technological complexity was added by the fact that the application needed to be localized for a large variety of countries”.