KLM Royal Dutch Airlines has called for stakeholders in aviation to join forces in the development of sustainable solutions for the industry. Under the banner "Fly Responsibly", KLM said in an open letter that it invites airlines, partners, customers and employees, to share in its sustainability practices and tools, and provide KLM with respective insights in return.
KLM aims to mark its 100th anniversary to reaffirm its ambition to become the "most customer-centric, innovative, and efficient European network carrier with a deep-rooted determination" to address potential challenges ahead. Through a short film, the airline brings viewers through its 100 years of journey in the industry and the many destinations its flights cover. The spot addresses that a 100 years in aviation comes with "great responsibility", encouraging customers to opt for other means of transport such as train for commuting to nearby cities.
"Do you always have to meet face to face?, Could you take the train instead?, "Could you contribute by compensating your CO2 emissions or packing light?" were some of the options KLM suggested for customers to build a more sustainable future. Adweek reported that KLM worked with DDB Unlimited for this campaign.
KLM president and CEO Pieter Elbers said the airline values 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," he added.