Why KLM airlines wants you to take the train instead
By James Herring on Monday, July 22, 2019
KLM has unveiled a new marketing campaign asking passengers to “fly responsibly”.
The Dutch airline published an open letter from its CEO asking both passengers and the industry to “work together” to “truly create a sustainable future for aviation”.
KLM asks passengers to “make responsible decisions about flying” they invite rival airlines to use KLM’s carbon offset programme, as well as joining a biofuel programme.
The campaign is supported by a video, which asks air travellers: “Do you always have to meet face to face?”, ”could you take the train instead?” and “could you contribute by compensating your CO2 emissions or packing light?”
Revealing a number of mini sets and CGI the studio based film reassures viewers that “no actual flights were taken for the making of this film.”
KLM have set up a website dedicated to the initiative.
The campaign has attracted criticism – some have said that the airline should be focusing on cleaning up its own act rather than calling on passengers to make changes.
Forbes asked; ‘Is KLM’s ‘Fly Responsibly’ Campaign Just Greenwashing?’
KLM has made some good strides towards sustainability.
It’s using 57 times more biofuel than in 2011, which contributed towards a reduction of 17% in CO2-emissions per passenger in 2018.
