Tapping into consumers’ gravanity, KLM (Royal Dutch Airlines) is inviting customers to create their own baggage labels using a favourite holiday snapshot, company logo or creative design. Less imaginative customers can pick one of KLM’s preselected images. Passengers who’ve booked a flight through the airline’s Dutch website can use their confirmation number to claim two free luggage tags. An online tool lets them upload an image and order their personalized tags. The three most original designs win two tickets to a European KLM destination. The entire ordering and fulfilment process is run by IceMedia, who also created Shoot & Share, the personalized promotional photo postcards we featured earlier. According to IceMedia, most people upload holiday snaps, a picture of themselves, their children, or their pets. KLM’s personalized labels are currently only available to customers in the Netherlands, but the promotion might also be rolled out internationally. The concept is also available to other brands in other countries. Gravanity continues to be a fun way to capture consumers’ attention. For a very similar example, check out what Postbank did with ATM cards. Oh, and why not start the world’s first gravanity-agency, specialising in campaigns that are truly customer-centric?