The campaign, which was integrated into a Clear Channel adshel in Stockholm, incorporated a listening device and an artificial intelligence motor to identify 40,000 cough and sneeze sounds.

The idea behind the billboard was to remind those with cold symptoms, that they can cancel KLM flights at no cost.

When a sneeze or cough is detected, an image of a holiday destination with a low price switches to the words: “Unwell?” or “Bless you!” followed by “Cancel Lisbon €0”.

Maria Hagelberg, marketing manager at KLM North Europe says: “Our full refund policy is a caring measure that allows travelers to safely book their tickets and dare to dream about traveling again. The refund billboard is a fun way to highlight that.”

According to Marketing Communication News, a successful campaign by KLM in March this year caused summer trip sales to go up by 70% in Sweden.

Now is an uncertain time for people from many parts of the world as Covid-19 travel restrictions change daily, meaning campaigns such as these can help to take some of the stress out of booking holidays.

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