KLM approached these celebrities because they are Dutch trendsetters and pioneers in their respective fields, which can also be said of KLM. The online conversations with the six Dutch icons will reveal which contestant will be the best travelling companion in terms of shared interests. A total of six contestants will win a trip – one per participating celebrity.
The “Be My Guest” campaign is an extension of KLM’s “Meet & Seat” service, which enables people who book a KLM flight to connect with fellow passengers who may be of interest to them. Passengers can share their Facebook or LinkedIn profile on a secure section of KLM.com, where they can also view the profiles of fellow passengers. Passengers who wish to hook up with one another can arrange adjacent seats. To ensure privacy, the profile information is deleted two days after the flight has been operated. “Meet & Seat” is currently available for all KLM’s intercontinental flights.