In the United States, demand for air travel is recovering, and domestic flights, in particular, are once again in great demand. There are also early signs that entry restrictions for vaccinated European travellers may be relaxed soon. As a result, Lufthansa is kicking off its #TogetherAgain marketing campaign in the United States today.
Carsten Hoffmann, Head of Lufthansa Brand Experience, expresses his opinion: “In recent months, many things have been far away from us: favorite places as well as favorite people. Lufthansa is addressing the fact that we can finally be close to both again with this campaign, which focuses on reunion and togetherness. Through an integrated use of our own channels and targeted online measures, we will still achieve a large reach among vacation and business travelers, even with a greatly reduced budget.“
The campaign uses few words but a lot of emotion to tell stories about reunions in digital forms and out-of-home placements. Stories of family and friends reuniting, as well as business travellers and partners reuniting in person for the first time. And of course, there are stories of Lufthansa staff eager to welcome more guests from all over the world.
A musical ode to bringing people together
For this claim, an Airbus A350 was particularly designed with the words “Lufthansa & You” and has been on “the road” as a flying ambassador for the campaign over the Lufthansa route network since the end of June. The aircraft, called “Braunschweig,” is also featured prominently in the campaign video. Another important role is given by the Lufthansa Orchestra, which was founded in early 2011 by Lufthansa employees from several divisions. The orchestra’s 40 or so members perform Grieg’s “Peer Gynt Suite,” launching the “Braunschweig” on its journey around the world.
A modern media strategy with a broad reach
The campaign is mostly promoted through internet media, with some Out-of-Home placements in select cities and airports thrown in for good measure. The #TogetherAgain theme is projected onto places, experiences, and the urge to travel in a digital sales campaign that culminates in an emotional brand presence.
The advertising has an internal impact as well. Carsten Hoffmann commented, “Our employees look forward to meeting our guests. We express this joy with the claim “Lufthansa & You”. The employees have made great efforts in recent months so that Lufthansa can emerge stronger from the crisis. It is precisely this sense of togetherness that is represented by our Lufthansa Orchestra, which is made up of members from all areas of the company. I am delighted about the commitment of the orchestra members, which demonstrates the special spirit of Lufthansa employees during the pandemic.”
Lufthansa’s primary marketing agency Kolle Rebbe, DDB & Tribal Hamburg, and Elbkind Reply collaborated closely on the integrated digital campaign. 27km produced the film, which was directed by Alex Schilling. Mindshare is in charge of the overall media strategy.
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