KLM and agency Energize make a move in China with a new social media campaign starring "Miffy," a creation of Dutch artist Dick Bruna, who kind of looks like a bunny rabbit crossed with Hello Kitty.
Together with "Uncle Pilot," Miffy is travelling to a variety of KLM destinations over 60 days. During her trip, she'll receive travel tips from famous Chinese personalities who have spent time in those cities. In London, she will get tips from singer James Blunt.
Photos, videos and messages from her adventures are going to be all over Sina Weibo, Renren and Tencent Weibo, and fans can also follow along on a dedicated website.
"This is the first time that a social media campaign using a licensed character has appeared in the Chinese airline industry," said KLM Managing Director Erik Varwijk in a statement.