Sustainability to the fore for KLM

An advertising campaign encouraging passengers to fly less has been launched by KLM with the theme ‘Fly Responsibly’. It began with an open letter from CEO Pieter Elbers in the international press and has now been underpinned with a video.

The campaign is designed to coincide with KLM’s 100th anniversary year. On 7 October, the company will become the world’s first airline still operating under its original name to mark its centenary.

In his letter, Elbers (pictured below at the campaign launch) said: “Starting today, we will reach out and share our best practices and tools, all we have learned about sustainability, with all our competitors. We value competition, but not when it comes to the sustainable development of aviation.

“Starting today, we will offer all airlines our CO2ZERO carbon compensation programme free of charge and free of KLM branding. And in return, we invite others to join us and share their best practices for the benefit of a more sustainable future.”

The video notes “100 years of aviation comes with great responsibility” and goes on to ask a variety of questions targeted at more responsible travel, including whether business meetings need to be face to face and whether the train would be an alternative travel method.

To see the video, go to www.youtube.com/watch?v=L4htp2xxhto

www.klm.com

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