Cities often have deals for tourists looking to see the biggest and best sites— special cards, tour packages or even colored bracelets. But, KLM Royal Dutch Airlines is enticing tourists to book a flight to Amsterdam with the promise of free sneakers.
Yes, that’s right. The Dutch airline company designed the sneaker as a way to offer tourists a package deal while traveling. Specifically, a limited-edition sneaker that’s “optimized” for walking around the city.
Last month, KLM auctioned off 150 of these special sneakers, a return KLM flight to Amsterdam and the “I Amsterdam” City Card, so that the winners can pursue Amsterdam’s best museums and other cultural spots around the city. All the proceeds from the sale were donated to UNICEF.
With no experience in footwear, KLM teamed up with Pool Advertising Agency to make The Amsterdam Sneaker a reality.
“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,” said Pool copywriter Ulf Rönnbäck. “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.”