Charted territory: KLM on the social media map

International – Dutch airline KLM has launched a social media campaign, Must See Map, which enables users to create a personalised map of a destination.

The map, created online, lets users see which of their friends has already visited a location, and ask friends to add tips via Facebook, Twitter or email about must-see places to visit, the best routes and restaurants not to be missed.

The campaign, now running in 24 countries, combines social media and print. Must See Map users can request a printed version to be delivered free to their home, although this takes three weeks.

Developed by Dutch creative agency Code d’Azur, the campaign is designed to advertise KLM and increase its customer email database by encouraging users to sign up when using the Must See Map tool.

For more on KLM advertising strategies, read our Seed story on KLM Twitter.