Dutch airline KLM, the carrier well known for its online antics, has unveiled 'It's An Airline' - its latest marketing initiative across social media.
The campaign aims to put to rest any confusion among US travellers that KLM is anything other than an airline.
The company says it carried out some brand research which revealed that many American consumers thought it was a radio station or brand of milk.
As well as sponsored video slots across Facebook, Twitter, Instagram and YouTube, KLM has unveiled an ItsAnAirline microsite with information on the campaign as well as on the airline's products and services.
US actor Ken Marino features in the videos explaining not only what KLM is but also what a flight attendant is and what an airport is.
The campaign is drawing a mixed response with some media outlets asking whether it's 'charming or obnoxious' and a mixed reaction on YouTube so far.
Here's a clip:
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