# Heartwarming Headrest Messages KLM's Cover Greetings Surprises Passengers with Personalized Notes By Alyson Wyers | Published 2014-11-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cover-greetings References: [psfk](http://www.psfk.com/2014/11/klm-surprises-passengers-personal-messages-headrests.html) & [youtu.be](http://youtu.be/DH8D2OHn18c) The Cover Greetings campaign surprised airline travelers with personal messages from their friends and families on the backs of their headrests. [KLM](https://www.trendhunter.com/trends/klm-royal-dutch-airlines-1) collaborated with Amsterdam Airport Schipol on the heartwarming project as well as [DDB](https://www.trendhunter.com/trends/cheeky-maccas) & 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](https://www.trendhunter.com/trends/spirit-airlines-more-fly). ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 10% | Activity: 29% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Personalized Surprises:** The Cover Greetings campaign demonstrates the potential for brands to create personalized experiences that delight and emotionally impact customers. - **Emotional Travel Experiences:** The success of Cover Greetings highlights the opportunity for businesses in the travel industry to tap into the emotional aspect of travel and enhance the customer experience. - **Viral Marketing Strategies:** The recorded reactions and uploaded videos from Cover Greetings showcase the power of viral marketing and the potential for brands to gain widespread exposure through shareable content. ### Who This Affects Most - **Airlines:** Airlines can explore incorporating personalized surprises like personalised messages on headrests to differentiate themselves and create memorable experiences for passengers. - **Hospitality:** The hospitality industry can adopt similar tactics to enhance guest experiences, such as personalized welcome messages in hotel rooms, to create a lasting impression. - **Marketing and Advertising:** Marketers and advertisers can take inspiration from the success of the Cover Greetings campaign and explore innovative ways to emotionally connect with customers and create shareable content. ## Related on Trend Hunter - [Personalized In-Flight Ads](https://www.trendhunter.com/trends/united-airlines-kinective-media.md) - [Airline-Approved Holiday Campaigns](https://www.trendhunter.com/trends/westjet-parents-wishlist.md) - [Meaningful Travel Reunion Ads](https://www.trendhunter.com/trends/must-be-love.md) - [Heartwarming Holiday Initiatives](https://www.trendhunter.com/trends/heartwarming-holiday-initiative.md) - [Humorous Playful Airline Campaigns](https://www.trendhunter.com/trends/seat-blocker.md) - [Telenovela-Inspired Safety Videos](https://www.trendhunter.com/trends/philippine-airlines.md) - [Romantic Airline Spots](https://www.trendhunter.com/trends/hallmark-x-united-airlines.md) - [Lost Luggage-Focused Promotions](https://www.trendhunter.com/trends/holiday-relief.md) - [Reimagined Artwork-Based Travel Campaigns](https://www.trendhunter.com/trends/the-art-of-travel.md)