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KLM Royal Dutch Airlines: Fly Responsibly


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KLM Royal Dutch Airlines is launching a global call to action on sustainable travel under the name "Fly Responsibly". The airline is stepping forward to ask the aviation industry as a whole and also individual travellers to join forces to create a more sustainable future for aviation, together. In an open letter published this weekend in leading international newspapers including the New York Times, the Guardian, the Frankfurter Allgemeine Zeitung, the airline is urging everyone to join in this effort. This includes asking corporates and individuals making responsible travel decisions. The open letter from KLM’s CEO Pieter Elbers has been published in international newspapers in the US, the UK, Brazil, the Netherlands, the Nordics and Germany, and is underpinned by a social video, which asks a series of questions including: ‘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 lightly?' The video is part of an online platform under the new name and logo 'Fly Responsibly,' which will be seen across KLM communication. The airline has committed itself to achieving maximum progress and prompts travellers to reconsider their options before taking a plane. The 'Fly Responsibly' initiative is conceived and created by KLM’s long-time creative partner, DDB Unlimited.

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