KLM - Fly Responsibly
IATA’s current advocacy
sponsibly, or not fly at all
we looked at what the
campaigns, which seeks to
(e.g. take the train) as well
Spring climate change pro-
remind people of the ways
as showing research that’s
tests mean for the aviation
in which air travel is a social
currently being carried out
industry, as airlines and air
good from medical trips to
to reduce the overall car-
travel in general are in-
cultural tourism, and that
bon footprint.
creasingly in the crosshairs
rolling back air travel is also
of environmental cam-
(as IATA has pointed out)
paigners.
rolling back a century of
Our recommendation was
exposure and get people talking, then KLM has certainly succeeded. Ac-
that the industry should
KLM has gone much fur-
cording to INC, “KLM has
adopt a two pronged ap-
ther than that through an
a surprising request for
proach. First of all, it had to
initiative which has got it
passengers: Don’t fly.” The
demonstrate a real com-
acres of media coverage
Lonely Planet story was,
mitment to change be-
worldwide. It is suggesting
“Here’s why one airline is
yond just “we’re getting rid
people fly much less in its
encouraging people not to
of plastic straws.” We held
‘Fly Responsibly’ campaign.
fly.”
Backed by a micro-site and
Meanwhile South Africa’s
short video, the campaign
Getaway Magazine said,
Secondly, we argued for
looks at ways in which
“this airline doesn’t want
a beefed up version of
people can fly more re-
you to fly.”
up SAS as a good example of that.
20.
progress.
If the idea was to gain
Airline Marketing Monthly | July 2019
In our May 2019 editorial,
