KLM is enticing tourists to book a flight to Amsterdam with the promise of free sneakers. Specifically, a limited-edition sneaker that's "optimized" for walking around the city.
The Amsterdam Sneaker campaign, by Stockholm agency Pool, offers anyone who books a KLM flight to the Dutch capital the chance to win a pair of the shoes. Also, during March, it will be auctioning off sneakers that come with a return KLM flight to Amsterdam and the "I Amsterdam" City Card, including free entry to Amsterdam's top museums and attractions. All the money from the sale of the Amsterdam Sneakers will be given to UNICEF.
The campaign is airing across Sweden, Norway, Finland and Denmark; KLM has150 pairs in the first batch. It is designed to position Amsterdam as a the perfect weekend city that you can get around in a couple of days.
Ulf Rönnbäck, copywriter at Pool, explains: "We had the shoe made after a few criteria -- it had to be durable since it really should be used for walking, it should support the foot, the outer had to be durable as well, as the weather in Amsterdam is not always sunny, and we figured it had to be able to bear a spill of beer too. Since Amsterdam is covered in cobblestones, we chose a sole that has a superior grip and then we wanted it to show the Dutch heritage, hence the orange color."