Dutch airline KLM is partnering with the country’s biggest airport to produce a joint promotion film on YouTube, Facebook and Twitter documenting their Cover Greetings initiative.
The novel idea sees KLM passengers at Amsterdam’s Schipol Airport receive a ‘touching surprise’ in the form of a personal message from a loved one written on a customisable headrest cover of the seat in front.
In a statement KLM said: “Through Cover Greetings, Schiphol and KLM have added a surprise to the time of departure to make it a special moment both for the passenger and their loved ones at home.”
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 seats of the family who were travelling..
KLM collaborated with Schipol on the project, says AdAge. It was created and developed by KLM's agency DDB & Tribal Amsterdam .Schipol's agency FHV BBDO also worked on creative.
The stunt took place on a single day, involving passengers from three different flights.The airline now says it might develop "Cover Greetings" into a permanent service.