KLM joined forces with Heineken to share Holland’s celebration of King’s Day on April 27, 2015 with the world. The birthday of the king sees festivities extend to every street corner as Amsterdammers are gripped by national pride, known as oranjegekte or Orange Madness.
KLM and Heineken visited Shanghai, Cape Town, Rio, Los Angeles and Oslo in search of five adventurers and their friends, who would be treated to VIP access to the biggest event in Holland.
People who ordered a Heineken in the brand’s venues across the cities were asked if they wanted an ‘orange experience’. Only the intrepid who accepted the invitation were given an orange outfit and challenged to sing ‘Oranje Boven’, a classic Dutch folk song, in front of the packed bar.
If they were brave enough to perform, the contestants were immediately whisked away to an airport, stopping just to pick up a bag and their best friend. It was only then they were told their destination was Amsterdam.
The Dutch capital is famous for being a tourist destination, but King’s Day offers a whole host of new activities to travelers. The city lights up with a series of music festivals, club nights and street markets, but these lucky few were in for something special.
The winners arrived in Amsterdam with King’s Day celebrations in full swing. They were first taken for a ride around the city on bikes and playing typical Dutch King’s day games, before boarding a boat for the main event. Waiting to greet them was none other than DJ Hardwell, the number one DJ in the world.
“The Orange Experience campaign achieved our main goal which was to connect people from all over KLM’s corners of the world to experience King’s Day in a fun and spontaneous way,” said Marnix Fruitema, Senior Vice President, Air France-KLM. “Even though the holiday is a Dutch celebration, the act of gathering together to have a good time is universal.”
With its combination of world class culture, entertainment and history, Amsterdam is an absolute must for travelers everywhere. And, as KLM and Heineken proved, there’s no better time to visit than King’s Day.
KLM Royal Dutch Airlines was founded in 1919, making it the world’s oldest airline still operating under its original name. In 2004, Air France and KLM merged to form AIR FRANCE KLM. The merger produced the strongest European airline group based on two powerful brands and hubs – Amsterdam Airport Schiphol and Paris Charles de Gaulle. Retaining its own identity, the group focuses on three core businesses: passenger transport, cargo and aircraft maintenance.
In the Netherlands, KLM comprises the core of the KLM Group, which further includes KLM Cityhopper, transavia.com and Martinair. KLM serves all its destinations using a modern fleet and employs over 32,000 people around the world. KLM is a leader in the airline industry, offering reliable operations and customer-oriented products resulting from its policy of enthusiasm and sustainable innovation.
Air France and KLM and their partners Delta and Alitalia operate the biggest trans-Atlantic joint-venture with over 250 daily flights.
KLM is a member of the global SkyTeam airline alliance, offering customers an extensive worldwide network. The KLM network connects the Netherlands to every important economic region in the world and, as such, serves as a powerful driver for the economy.