KLM’s ‘Tile & Inspire’ plane arrives in Singapore
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KLM Royal Dutch Airlines has flown a specially-liveried aircraft to Singapore for the first time. The Boeing 777-200 aircraft features a coat of 4,000 stickers, each in the form of a tile containing messages from members of Facebook users.
The global ‘Tile & Inspire’ campaign ran between April and May 2011. People were invited, via Facebook, to create a tile with an inspiring message in a bid to secure a place on the KLM aircraft. Around 4,000 winners were selected at random, and these tiles can now be seen on the B777, which made its first flight to Singapore today (26 July).
“With this Delft Blue aircraft, KLM is establishing a link between its history and the social media. The successful online Tile & Inspire campaign has enabled us to actively involve our passengers in relation to an age-old Dutch product: Delft Blue. Delft Blue is of course inextricably linked to both Dutch culture and KLM. Since the 1950s, KLM has been presenting miniature Delftware houses to its World Business Class passengers travelling on intercontinental flights. We are extremely proud that one of our aircraft now boasts a complete Delft Blue exterior,” said Erik Varwijk.
From the 120,000 tiles created in 154 countries, including close to 400 entries from Singapore, 77,000 were submitted for a place on the aircraft. Messages came in Chinese, German, English, French, Dutch, Norwegian, Portuguese, Russian, Spanish and Swedish. The campaign generated more than 50,000 extra ‘likes’ on KLM’s Facebook page and more than 450,000 views on YouTube.
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