Just back from a trip to the Netherlands, I thought about the time we did the advertising for the airline.
We were working on a new strategy for KLM in Australia.
Pleased with the result, I took it to the creative team and walked them through
it, picking out all the most positive features one by one.
“Ah,” said the copywriter, “I think I’ve got it. World’s most
boring airline.”
I doubtless looked somewhat crestfallen.
“Don’t misunderstand me,” he said. “Whoever wants to fly
with the world’s most exciting airline?”
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