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Heartwarming Headrest Messages

KLM's Cover Greetings Surprises Passengers with Personalized Notes

— November 20, 2014 — Marketing
The Cover Greetings campaign surprised airline travelers with personal messages from their friends and families on the backs of their headrests. KLM collaborated with Amsterdam Airport Schipol on the heartwarming project as well as DDB & Tribal Amsterdam and FHV BBDO.

Recognizing that travelling can be an emotional experience for passengers whether they are leaving their loved ones or coming back to them after a trip, KLM arranged to surprise them with hand-written notes on the back of the headrest in front of them. So instead of seeing a screen with a welcoming statement or a blank headrest, they saw encouraging and sentimental notes.

Cover Greetings took place on a recent KLM flight. The travelers' reactions were recorded and uploaded onto YouTube.
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