New KLM campaign connects Facebook to a real plane

AMSTELVEEN - KLM challenges Facebook fans to convert their Facebook profile pictures into a Delft Blue tile with an inspiring message. The most inspiring “Dutch Delft Blue tiles” will be placed on the body of a KLM-plane Boeing 777-200. This worldwide campaign is named Tile & Inspire and starts today.

Though the emphasis of the Tile & Inspire campaign is on Facebook, it is open to anyone. In the Dutch market it is also available on Hyves. For those who do not have a Facebook or Hyves account, it is possible to create a personal Delft Blue tile via www.tileyourself.com and to try to secure a spot on a KLM-plane. Inspirational messages for the plane will be judged in Chinese, Dutch, English, German, Norwegian, Portuguese, Russian, Swedish, French and Spanish. Ultimately the plane will carry a range of inspirational messages in these languages and it will fly the messages to many destinations.

Erik Varwijk, Managing Director KLM says: “With this new campaign, KLM takes its Journeys of Inspiration strategy a step further. Tile & Inspire is another initiative to inspire our passengers and to actively engage customers around the world, like we did with the successful KLM surprise and our worldwide Luggage tag campaign”.

Delft Blue tiles and KLM’s Delft Blue miniature houses

Delft Blue tiles are part of the Dutch tradition. The porcelain tiles were decorated with typically Dutch scenes, such as windmills or fishing boats. These Dutch scenes were commonly supported by some words of wisdom or an inspirational proverb. For ages Delftware decorated many Dutch houses.


About KLM

KLM Royal Dutch Airlines was founded in 1919, making it the world’s oldest airline operating under its original name. In 2004, Air France and KLM merged to form AIR FRANCE KLM. The merger produced the strongest European airline group based on two powerful brand names and hubs – Amsterdam Airport Schiphol and Paris Charles de Gaulle. The two airlines collaborate on three core activities while maintaining their own identities – passenger transport, cargo transport, and aircraft maintenance.

In the Netherlands, KLM comprises the core of the KLM Group which further includes KLM cityhopper, transavia.com en Martinair. KLM serves 130 destinations using a modern fleet of 158 aircraft and employs over 33,000 people around the world. KLM is a leader in the airline industry, which offers reliable operations and customer-oriented products resulting from its policy of enthusiasm and sustainable innovation.

KLM is a founding member of SkyTeam, the global airline alliance with 13 members providing access to an extensive global network with over 12,500 daily flights to 898 destinations in 169 countries. KLM participates in the industry’s leading trans-Atlantic joint venture with Air France, Delta and Alitalia. With nearly 250 daily trans-Atlantic flights and a fleet of 144 aircraft, the joint venture between AIR FRANCE-KLM, Alitalia and Delta Air Lines provides customers with the benefits of a vast route network offering more frequencies, competitive fares and harmonized services on all trans-Atlantic flights. The JV network is structured around seven main hubs: Amsterdam, Atlanta, Detroit, Minneapolis, New York-JFK, Paris-CDG and Rome Fiumicino, together with Cincinnati, Lyon, Milan, Memphis and Salt Lake City.